Revenge of the Customers – 2 Points You Need to Remember
Revenge of the customers – 2 points you need to remember
Does the thought of managing customer complaints keep you from implementing a social engagement strategy? Does a single angry blog comment put your entire staff on the defensive?
Social media has democratized communication. As recently as a decade ago, most customers had few outlets for their customer service issues. They could gripe to friends, write a letter, or send an email. Now the world knows when Emma and her band of merry blog followers think your new product is fit only for landfills. While this new paradigm can be frustrating, you can deal with it professionally by keeping two important points in mind:
The customer is not the enemy.
It’s easy to demonize a blogger who seems to be out to get your brand, especially when that person resorts to personal attacks on your staff or executives. But the customers—even the ones who never learned their manners—are not an enemy to be defeated.
So instead of labeling Bob the Angry Blogger as Public Enemy Number One, use the criticism as an opportunity to engage in conversation. Take a deeper look the root of the complaint. Listen to what’s underneath the capital letters and four-letter words and perhaps you’ll discover a bit of truth—especially if you see a pattern of the same complaint.
You can’t react to what you can’t hear.
Online listening is a must-have tool for businesses of any size. With reliable systems that enable you to tap into conversations, you’ll have the real-time information you need to react to blogs, videos, and other online communications. These tools might help you correct misperceptions or identify problems before they become full-fledged nightmares complete with a customer-produced YouTube spoof of your latest product offering.
Remember, too, that customers are going to talk online anyway—regardless of how your company participates. You can stand by and learn about the backlash second hand or you can proactively protect the brand you’ve worked so hard to build by implementing a social media monitoring program.
To learn more about online listening and social engagement programs, contact Social Strategy1.