Reputation management, j2 style

Are you concerned about the reputation of your business? Do you want to know how to turn unhappy customers into your best asset? Well, j2 has the winning formula!

Keep unhappy customers focused on your business! A happy customer tells 3 others about your business, while an unhappy customer tells 100 others about your business. But sometimes 100 isn’t enough. If you can keep those unhappy customers thinking about your business, you can persuade them to expand their reach. Maybe they will keep writing about your business, and that’s marketing that you just can’t buy.

Demean your unhappy customers publicly! Call them names. Accuse them of being dishonest or stupid. Hurl the worst insults you can think of, like “feminist.” Don’t worry about changing the opinions of your unhappy customers. Your real audience is prospective future customers. They want to know how you treat your current customers, and this is your chance to show them what life will be like if they decide to go with your business.

Do not try to resolve complaints! Never show weakness in any way. If you decide that it’s really important to offer some sort of refund or compensation for having failed to provide the product or service you promised, then make sure to include a statement blaming the customer for your failure. Remember, an unhappy customer tells many more people about your business than a happy customer does, and how you respond to failure is what truly decides whether customers are happy or unhappy.

Do not listen to your customers! You know your business better than anyone else, so why would you listen to people who have different priorities? They will wind up diverting you from your real priorities. There is nothing you can learn from listening to your customers, because customers are notoriously focused on silly distractions like pricing, products and services, and customer service.

Ignore the Better Business Bureau! The BBB is an antiquated holdover from before customers could talk to each other directly and before sites like Ripoff Reports or Google. Nobody cares about an F rating from the BBB any longer.

Hide behind multiple business names! Shell games have a long and glorious history. If your customers can’t figure out whether you are j2, eFax, TrustFax, RapidFax, or lots of other names, they won’t be able to figure out where those pesky credit card charges are really coming from. And you can stop them from leaving for months by pretending that they are contacting the wrong company. Want to cancel? Oops, guess again!

If all else fails, you can always buy another competitor, jack up the prices, and hope that some of their customers are too busy to notice and find a better alternative.