Many women can relate to the story of the car mechanic who tried to sell his shop’s female customers unnecessary parts for thousands of dollars, or the computer salesman who assumed a woman would only use her laptop for online shopping. Perhaps your company knows better than to make such egregious marketing mistakes, but you may be alienating some customers without knowing it. And in this era of instant communication, it’s easier than ever for customers to share their horror stories and damage your brand’s reputation. Use these tips to avoid sending unintended messages while boosting your customer relationship-building efforts.

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• Be authentic. Consumer research shows that women shop for brands with demonstrable values, and not just in terms of price. A brand should consistently stick with its messages. Be cautious though — one false move can destroy credibility beyond repair. For example, using confusing or deceptive language in a sale or promotion might help to generate initial interest, but customers who feel as if they were tricked will not come back. Make sure your brand rings true emotionally, not just on paper.

• Join the search. Don’t buy old-fashioned stereotypes about compulsive shopping: women tend to do extensive research before making a purchase decision. They’ll consult the Internet and their friends, so make sure you keep an eye on your online brand and reputation, and make excellent customer service a priority. Capitalize on customer feedback: adapt positive comments into testimonials on your website and in ad copy. Deal quickly with negative feedback to avoid spreading discontent, and use it to preemptively solve issues.

• Respect privacy. Like a friend who betrays a trust, a company that’s insensitive about online privacy will be disregarded immediately. Maintain loyalty by only reaching out when customers request information, and don’t share their information without permission. By keeping up with customers’ changing needs while respecting their time, you can earn fierce loyalty.

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