Dealing with customer complaints on Social Media. Are you responding correctly?
Monitoring social media for what customers are saying, particularly any negative comments, is an important part of the service team Gertrude & Ivy deliver for our clients. As in an off-line situation, a negative comment will spread much faster and further than something positive or complimentary. When the comment is made online, and specifically via social media, the increased speed and distance the complaint can spread, adds a level of risk which must be managed by every modern business.
Receiving complaints is not something new for brands and businesses to deal with. Letters from ‘Disgusted of Tunbridge Wells’ and “Outraged of Balham”, have long been dealt with by customer service departments all over the world. Social media however, and specifically Twitter, has opened up a new and public channel of communication, direct from customer to brand. Complaints are no longer restricted to handwritten letters or emails, they are exposed for all to see and most worryingly shared at will. Brands must have a strategy in place to deal with these situations and G&I often write and deliver such customer service protocols for brands.
How to deal with customer complaints via social.
When a complaint is received, the key is for the brand to respond in the same tone as the consumer is used to hearing from the company. In many cases, this can mean in a lighthearted and often humorous fashion. As long as the content of the response is of that of genuine concern for the customer, then there is potential for the brand to come out on top following the interaction and build on brand loyalty.
As we know, social media happens in real-time and the immediacy of dealing with complaints is of huge importance. Complaints must be dealt with as fast as possible to meet customers expectations and avoid the negative impact of the message going viral. How, and how quickly the company responds to the complaint, is crucial to brand reputation.
I have picked three examples of brands that have displayed excellent responses to negativity on Twitter. Each is a good example of dealing with a complaint effectively in a light-hearted and human fashion that is fitting with the tone of voice of the brand.
Have you used Twitter as a customer complaint channel and received a notable engagement from a brand? Tweet us @G&I