Eight Mistakes Brands Make When Responding to Customers Online

Extract from: Eight Mistakes Brands Make When Responding to Customers Online published on RollingStone Culture Council September 04, 2025

Making It About the Brand, Not the Customer

Never make the response about the brand. “Our policy states…” and “We did everything we could” are dead ends. Instead, start with the customer’s perspective and acknowledge their issue first. Why? People want to feel heard. Recognizing their view builds trust with your audience and helps create a positive digital brand echo (the cumulative “ripple effect” of your brand’s online presence). - Jason Barnard, Kalicube®