by J. Butler, Content Development Specialist
It’s a fear that keeps a lot of businesses, big or small, offline: what happens when you bring your company on to the World Wide Web? Whether it’s through social media or a website, the reality is that going online can feel like losing control over how your business is seen or heard.
This can be especially true when it comes to feedback. Hopefully, most feedback would be positive, chances are sooner or later your business would see the unthinkable: negative feedback online, in a very public forum.
Your kneejerk reaction may to ignore it or delete it, but you’d be missing out on a great chance to connect one on one with a customer. So why not turn a bad thing (negative feedback) into a good thing: showing your customers how much you care.
Responding head-on to negative feedback gives you a chance to not only redeem your company but also fix whatever went wrong. Offering a solution tells your customer that you are accountable for your product or service and also shows you really believe in what your business is trying to do. Ignoring or downplaying any problems that emerge could suggest something to your customers you don’t want to suggest: namely, that you stopped caring about them the minute they gave you their business.
Here’s an example. Let’s say you own a paper business, Sterling Paper Co.—it could be a small 10 person operation or a large, multi-level corporation. A customer (Mr. Smith) leaves a negative but fair comment on your company blog, explaining that not only did their order arrive a week late, but the boxes had been badly damaged in transit!
From here, you can really only do one of three things:
1. Ignore it, delete it or block the sender.
2. Respond, but defensively (that is, blame the problem on the post office or a heavy backorder)
3. Address the problem, find a solution and satisfy your customer:
Dear Mr. Jones,I was sorry to hear of the damage that occurred to your order while in transit. We always try to package our goods carefully so they arrive in perfect condition, ready to be enjoyed. Thank you for notifying us of this problem, as I will be looking into the packing or your order to ensure it does not happen again.Sterling Paper Co. prides itself on ensuring the satisfaction of each customer. If you will agree to send the damaged goods back, I will arrange for a new delivery to be shipped to you free of charge, as well as a 15% discount for any future purchases.Sincerely,John JohnsonSterling Paper Co.
This response accomplishes the following:
• It will help the customer feel that his or her problem has been heard and acknowledged.
• It shows you are accountable and eager to fix problems to guarantee great service.
• It shows you believe in your product or service, enough to offer not only a replacement but also a discount.
• It maintains a professional, courteous demeanor that will reassure your customer
• It builds your reputation as a company that cares about what people are saying about them, and is willing to help their customers.
Obviously, it’s up to your business to determine what kind of compensation (if any) you will offer your unsatisfied customers. This example is meant only to illustrate the great gains your business can make online if you choose to listen to the feedback your customers are giving you.
Remember the old adage: a happy customer may tell two people. An unhappy customer will tell twelve. Which would you rather have talking about you?
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