Social media has created diverse platforms for business owners and clients to coexist on. And while this has many perks, sometimes negative feedback about your company can find their way on each platform.
For business owners, it’s important to understand responsiveness is the name of the game for customer service, and this includes on social media.
How you respond to your customers, and how fast, is the key to having a thriving business both online and offline. More often than not, customers are taking to social media with complaints. Failing to respond on social media can trigger a 43% decrease in customer advocacy; a reply, however, can give you a 20% bump.
As a business owner, it’s imperative to have a plan to respond to complaints in the right way and through the right channel. Here are some pointers on how to navigate negative comments and turning them into a positive experience.
Know your channels
There’s a lot of different platforms out there, whether it be Twitter, Facebook, Google, Instagram ect. It can seem pretty overwhelming on which platform to focus on, but the outlet customers pick is not as random as it seems.
There are three things customers focus on when decided which platform to post their concerns.
Where you’re active. Customers will search your company and see which platform you use the most. By figuring out which outlet you post the most on, customers will use that to weigh their decision.
- Where you’re active. Customers will search your company and see which platform you use the most. By figuring out which outlet you post the most on, customers will use that to weigh their decision.
- Where they will get the best response. If your Twitter and Facebook have the same activity, a customer will typically comment on your Facebook over Twitter. This is partly because there’s more text allowed on Facebook, so they won’t feel so limited.
- Where you have the best response time. Customers can see which platform you respond on the fastest. And response time matters. 42% of customers expect a response within 60 minutes.
While Twitter is known for being an active outlet for complaints and negative feedback, 71% of all complaints are actually posted on Facebook.
It’s important for business owners to find all mentions and comments directed at their business through all channels. You can set up Google Alerts which will notify you if there’s a mention on any platform you choose.
How you respond or don’t respond matters
Always answer it publically. When someone posts a negative comment it becomes a spectator sport. Don’t think of it as speaking to just the customer who posted the comment, but rather a group of current and potential customers.
By making it public you are demonstrating to everyone who’s watching that you listen, respond, and care. That’s a huge deal on your public image.
The key to crafting the best response is to always have empathy. You can’t change what happened, but you do have complete control over what happens next.
By being transparent and never being negative you can create a positive outcome out of a negative situation.Respond with a sincere apology, and if needed offer a change in products/services or a refund.
Never respond negatively or defensively when crafting your response. Strive to make a human connection with your customers.
Know when to switch channels
When it comes to negative comments, some customers can really take it too far. There can be a lot of back and forth, and since it is a spectating sport, everyone is watching. This could create a mess for you and your brand. But there are ways to avoid this.
Don’t reply more than twice. When you’re responding to a customer it’s to put on record your values to them and the public. You do not need more than two replies for this.
If a complaint needs more attention than two replies offer to discuss further through private messaging or even reach out by calling them personally.Due to restraints on social media 60% of businesses have to go beyond public contact on social media to please their customers.
Investing in your customer experience begins with listening and there is no better way to understand your customers’ needs and wants than by listening to their feedback. A negative comment presents an opportunity to show your brands dedication to resolve any issues with transparency and empathy.