Negative review on TripAdvisor? Harsh feedback on Facebook or Twitter? Deal with it like a pro!
Wherever your business is getting criticism there's usually a successful way to do it and typically these five steps will provide the answer you need...
1. Start listening
To handle the feedback you actually have to be out there listening for it. Some people won't @ you - make sure you do a regular advanced search or set up search terms on Hootsuite, for instance, so when people start talking about you, you see it!
2. Time matters - but leave emotion out of it
It's important to respond quickly, particularly when the complaint is out of emotion. For example, an anniversary ruined because of an unavailable hotel room or birthday party spoilt by late outfit delivery etc.
4% of customers believe that if they take to social media to criticise a brand, this leads to better service.
(Source: Lithium / Econsultancy)
You may be hurt when the criticism seems personal or unfair, perhaps you know you've already dealt with it face-to-face. Perhaps they never complained at all and seemed grateful to you.
Either way, leave your emotion out of it - it will only make matters worse.
Be polite, to the point and remain appreciative - to other customers and potential customers you will appear rational, calm and in control of the situation. That is the only impression you should be giving on social media.
3. Acknowledge, then make it private
If it's on Facebook, Twitter or another social platform where the opportunity to make the conversation private is possible then do so.
But first, acknowledge the complaint. You want those that are watching the conversation - and there will be people watching - to see that you have responded and intend to resolve the manner.
"Thank you for your comments/bringing this issue to our attention. We'd like to find out more about his issue, we have messaged you privately for further details/please can you privately message us to discuss this in more detail? "
If they seem adamant to not make it private, judge the tone of conversation and ask one more time for them to discuss privately. Still refusing to do so? See #5.
4. Admit your failings
Sometimes we gotta be honest and admit we're all human - it's tough, I know! If the showerhead was broke or there was an issue with delivery drivers, be honest.
Be apologetic, but be honest. Sometimes it can be nice to offer a discount or freebie by way of apology, but it's not necessary. Most people respond to knowing that you are genuinely sorry about their disappointment.
Decide before entering a two-way conversation if you're going to give something away - it's usually nice to - rather than being swayed into it further on.
5. Know when NOT to respond
There are people out there than want an argument. There are some people that are unhappy no matter what is offered to them by way of explanation or apology.
It might be crazy to you that there are people like that not. Trust us, though.
These people will never be satisfied with what you go back with and often just want to cause aggravation with little purpose. Acknowledge their original complaint and if they become aggressive or abusive, hide their additional comments on Facebook or block them on Twitter.
This definitely requires you to judge case-by-case the best method of dealing with them, but usually it's better to admit you ain't going to win this one and move on!
