Defensive v. Proactive

Defensive corporate response is basically admitting to your consumers that you are in the wrong and do not feel the need to change things. This can make consumers have a negative view towards your brand, causing a decrease in revenue.

Taking a more proactive approach ensures consumers that the mistake you made was simply that, a mistake, and one that will not happen again. The right approach is to take responsibility, apologize, and ensure that this situation does not happen again.The main goal is to be proactive by handling the situation quickly and respectfully.

Below is an example of a proactive approach to a compliant made by SZA, a singer who was shopping at the Calabasas location. Sephora responded responsibly by taking action for the mistake and said they would address the situation immediately.

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