Tono de Marca

Promotional & Urgent, Customer-Focused (Stated), Informative (Product-centric), Inconsistent (Actual Customer Experience)

Valores de Marca

• •Affordability
• •Variety/Selection
• •Customer Experience & Service
• •Security
• •Trust

Mejores Prácticas

• •Prioritize Honesty and Transparency: Address negative feedback openly and constructively where possible. Avoid deleting critical comments on platforms you control (unless they violate clear community guidelines). Acknowledge issues and communicate steps being taken to resolve them. This builds more trust than a facade of perfection.
• •Align Stated Values with Actions: If "prompt and efficient service" is a value, invest heavily in customer service training and resources. Ensure that customer experiences consistently reflect this, from ease of ordering to issue resolution. The current disconnect is damaging.
• •Develop a Clear and Empathetic Customer Service Voice: Train service representatives to be helpful, understanding, and solution-oriented, even with frustrated customers. Provide clear channels for support that are consistently monitored and responsive (e.g., if phone support isn't viable, ensure email/chat is highly efficient).
• •Showcase Authenticity: Encourage genuine customer reviews (positive and negative, within reason) and share user-generated content that reflects real people using and enjoying the products. If good reviews are indeed being faked, this practice must stop immediately as it erodes trust.
• •Maintain Consistent Messaging Across All Platforms: Ensure the tone used on the website (e.g., "we value our customers") is reflected in social media interactions, email communications, and especially in how customer complaints are handled. Avoid overly aggressive sales language if the aim is to also build a supportive, customer-centric image. The language should be consistently respectful, helpful, and focused on empowering the customer with great hair choices.

Percepción Social

Divided. A segment of customers is satisfied, often citing good prices and product variety. However, a significant and vocal group of customers has a very negative perception. They view the brand as unreliable, with poor customer service, and potentially untrustworthy with financial information.

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