HOW TO TURN COMPLAINTS ON SOCIAL MEDIA INTO OPPORTUNITIES
We have all witnessed Social Media disasters. A disgruntled customer goes through an unpleasant experience with a service provider. She pleads her case before the court of public opinion on social media. The business owner, his employees, friends, and family go on the offensive against the malicious complainant who was (obviously) hired by a competitor to tarnish the good name of the business. Emotions run high. Insults are traded. The confrontation goes on for hours - or days, depending on how much stamina each one has. Finally everyone walks away bruised and bloodied, swearing never again. Here is our guide to putting out fires quickly and effectively.
Less is more
The more you say, the more likely you will do more harm than good. Your response should be as short and simple as possible. Express remorse for the customer's unsatisfactory experience. Express readiness to further the conversation privately in order to learn how you can improve your service.
If a face-to-face meeting is possible then do it. If not, a telephone or chat conversation should be enough. Just to be clear, telling 'your side of the story' is not a priority. Very often in fact, it is counterproductive.
Listen first
80% of complaints will go away if they are answered with a sympathetic ear and nothing else. Sometimes it is necessary to do something practical to make it up to the customer. Put aside your emotions and approach it as a learning opportunity. Collect valuable information that you can use to seal any loopholes in your business processes. It is easier to do this when you don't take things personally. This is one of the major advantages of hiring a Social Media Manager. The SMM is able to handle a crisis without letting their ego get in their way. I have seen dozens of 'difficult' customers turn around and become the greatest evangelists for the business that they once complained bitterly about.
Let it go
This is a tough one. It feels frustrating to be misunderstood. But to deal with social media complaints effectively, you have to be willing to let go of your need to be understood. Once the complainer is satisfied, move on swiftly. Carrying on with explaining yourself can easily open an entirely different can of worms. Plus it is not a good look.
Let it Shine
When dealing with a crisis on social media, remember that it is not about rebuffing the person who is doing the complaining. It is about impressing the hundreds or thousands of people who are just watching. In the long run, people will not remember the details. They will be impressed by humility and a good sense of humor. So take it in stride.
Less is more
The more you say, the more likely you will do more harm than good. Your response should be as short and simple as possible. Express remorse for the customer's unsatisfactory experience. Express readiness to further the conversation privately in order to learn how you can improve your service.
If a face-to-face meeting is possible then do it. If not, a telephone or chat conversation should be enough. Just to be clear, telling 'your side of the story' is not a priority. Very often in fact, it is counterproductive.
Listen first
80% of complaints will go away if they are answered with a sympathetic ear and nothing else. Sometimes it is necessary to do something practical to make it up to the customer. Put aside your emotions and approach it as a learning opportunity. Collect valuable information that you can use to seal any loopholes in your business processes. It is easier to do this when you don't take things personally. This is one of the major advantages of hiring a Social Media Manager. The SMM is able to handle a crisis without letting their ego get in their way. I have seen dozens of 'difficult' customers turn around and become the greatest evangelists for the business that they once complained bitterly about.
Let it go
This is a tough one. It feels frustrating to be misunderstood. But to deal with social media complaints effectively, you have to be willing to let go of your need to be understood. Once the complainer is satisfied, move on swiftly. Carrying on with explaining yourself can easily open an entirely different can of worms. Plus it is not a good look.
Let it Shine
When dealing with a crisis on social media, remember that it is not about rebuffing the person who is doing the complaining. It is about impressing the hundreds or thousands of people who are just watching. In the long run, people will not remember the details. They will be impressed by humility and a good sense of humor. So take it in stride.
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