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CONNECTED CULTURE Blog by Jerry Allocca

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Make customer complaints work for you

Make Customer Complaints Work For YouOrganizations often ask, “what if a customer complains on my blog or facebook page, and it’s out there for all the world to see?” Customer complaints are a gift. They allow organizations to “fix” the problem, make it “right,” in full view of the world. And if your customer has a problem isn’t it better to know about it, then not? The ideal is to know about it, make it better and build trust.

Allowing negative comments to be seen in your online marketing world also shows transparency. When customers see the good and the bad, they know that you’re real. Remember: your customers are talking about your brand whether you hear it or not. Isn’t it better to encourage these conversations in an atmosphere where you’re actively engaged and can respond?

Social media provides a platform for encouraging customer feedback, both good and bad, and allows your organization to show your commitment in improving your customer’s experience.

Make a Commitment

One of the important aspects of social media is to remain committed to your audience. Organizations that gather a following on social media sites should not make the mistake of abandoning their audience. When there is a problem or complaint, don’t just sweep it under the rug. Be transparent and address questions or concerns through messages in the appropriate manner.

Do you have any stories of how you made a customer complaint work for you? Please share by leaving a reply below.

6 comments. Leave a Reply

  1. Great post Jerry. As a Customer Service Expert, I always tell my clients that a complaint is a gift. When a customer complains, what he’s really saying is, “Something is not right. Please make it better so we can go on with our relationship”. It’s an opportunity to resolve a problem for a customer. If the customer doesn’t complain, they walk. And they take their business and their referrals with them. And we never see it coming or can do anything about it.

    Customers don’t want to keep changing companies and look for new suppliers. But sometimes, we make it hard for them to stay with us!

  2. Hi,

    It is always good to collect feedback from customers, in any situation we never neglect them. Thanks.

  3. Thank you for another great article. Where else could anyone get that kind of information in such a perfect way of writing? I have a presentation next week, and I am on the look for such information.

  4. I DO agree with you BUT I think there are situations where a serious disservice can be done when customers use social media to “shout” about their negative experience or what they perceived to be bad food, a bad haircut, etc. etc. I try to take these comments with a grain of salt but many small businesses have been very hurt by comments and posts put out there for the world to see but are, in fact, based on one person’s very singular experience and/or “uneducated” opinion (Mmmm, not that it doesn’t count, of course!)

    • I also take comments with a grain of salt. We’re all human, and sometimes you do get a bad meal, or the waiter is having a bad day, etc, etc. Especially when I saw a really bad review of a restaurant I frequent (it started out with STAY AWAY!), but when I looked at the rest of the reviews, and saw mostly positive, I knew it was a fluke, or lets face it, some people are very hard to please. But it’s always better to be aware of what is being said and try to turn a negative into a positive by addressing it face first and doing your best to resolve it to the person’s satisfaction. Zappos has turned this concept into an art form with their blogging and microblogging efforts.

  5. I couldn’t refrain from commenting. Flawlessly composed!

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