If you are a woman below the age of 30 chances are you've probably heard about the brand Dolls kill. They have branded themselves "The Online Boutique for the Misfits & Miss Legits" They don't sell your typical type of clothing, instead they sell giant platform boots like these, crazy festival outfits, unique accessories, and more. Their value proposition is all about being yourself, going against the grain. They want to showcase brands that feel the same way, whether you want to be pink and cutesy or wear all black with spikes and studs you will find something that suits your unique taste at Dolls kill.
As an online retailer with only a couple stores (one in San Fransisco and one in Los Angeles), most of their promoting is done online through social media, especially Instagram. When I went to their page to see what people have been saying and looked through the comments on their latest posts. The top three things I see people comment are "This is so cute" "Is this still available?/can you bring back this item" or "It's been a while and I still haven't received my package"
Dolls kill is usually pretty quick to respond to comments on their photos. But I noticed they don't respond a lot to the compliments. In the past Dolls kill has faced some backlash. They've been accused of stealing designs from small artists, promoting eating disorders, and other scandals. Luckily they've been able to bounce back but I still feel like their relationships with the people who support them could be better. It definitely feels when scrolling through the comments like they are doing the bare minimum when it comes to having a dialogue with their customers and followers. According to Dave Kerpen in Likable Business being transparent, listening to your customers, and responding are all very important when running a business. Dolls kill's biggest challenge is separating itself from its reputation of having poor customer service and stealing designs. To do this they definitely need to be more transparent and start listening to customers/responding more. I know they want to also have a reputation of being cool but when there are threads going viral titled "why you shouldn't support Dolls kill!" or tweets that say "cancel Dolls kill" maybe its time for them to take a step back and rethink the way they do business. If I was their brand manager I would own up for our past mistakes then go on to make sure we have a team of people who look through the comments on our social media pages and start saying thank you to the customers giving us praise as well as I'm sorry to those who have had a bad experience. I noticed that they never said sorry in any of the comments concerning missing packages. I would also make it easier to get in contact with our customer service team so customers wouldn't have to resort to commenting on Instagram in order to get answers.
I learned from this experience that good customer service is important as is owning up to your mistakes and listening to your customer's questions/ideas. I feel like Dolls kill's is coasting on its products and aesthetic but really needs to up their customer service game in order to stay successful in the long run.
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