In the past, if you had a dissatisfied customer, you could solve it personally and if that didn't work, such a negative experience was passed on about every time. And that was it. That time is no longer there. A dissatisfied customer can now manifest itself in many ways. Grievances can be spread via the many social media channels, forums and a request request, which can then be found on the internet for years. A situation that does not make a marketer happy. The reputational damage can be significant, but it can also cost sales. So how do you prevent a wave of dissatisfaction before it becomes a reputational attack? Experience has shown that there are a number of factors that can limit, solve or prevent this.
Communication plan for complaint handling
If you have a customer service desk, you now know what type of complaints are received and what the most common complaints are. There will have been a response to that, but is that response structured in the company? Or is a solution sought every time on an ad hoc basis? Have a communication plan for complaint handling. For example, sort the five most common complaints and arrange a solution for them. Record these solutions and educate the complaint service staff so that they can resolve the complaint on the spot and independently.
Check social media
In principle, what is on social media will no longer be deleted. Whether it is large or small social media. The disadvantage of smaller media is that they are prominent for longer. And certainly for this reason, a complaints management program is necessary to monitor complaints and respond appropriately.
Take offline
A complaint can be filed directly with customer service. But it can also be published on social media outside of customer service. And you have no control over that. In any case, you should respond to it. Ask the customer if the problem can be solved mutually, without using social media. Customers usually just want to be heard. If the customer agrees, you prevent it from escalating, it can cause less damage and you have the opportunity to resolve it internally.
Defending doesn't work
Based on human behavior, you are quickly tempted to defend an allegation. You can do this with arguments and facts, you can be nonchalant about it, you can brush it off or you can be ironic in a fanatical conversation. In any case, all these reactions do not lead to understanding, but to the customer's heels in the sand. The situation is only getting worse. Listen to the customer, who can be real, but also unreal. In both cases, it is advisable to respond to the customer with an apology or a commitment.
Experienced communicators
Bad customers can only be handled by experienced communicators. Don't make the mistake that a novice in complaint handling has to solve a problem. If that goes wrong, it will reflect on the entire organization.
Don't use a bone
From a cost perspective, it can be attractive to use a bot. Simple questions can then be solved. But you don't know in advance the impact of a question. By the way, it does not always have to be a question, it can also be a statement. Many organizations have switched to the bot and it now appears that it often causes aversion to more complex problems. If this becomes clear on site, immediately switch to a personal approach to the customer.
Transparency
An established term that is used all the time, but the customer does expect transparency from the company. Be transparent as much as possible.
Never ignore a complaint
Whether a complaint is justified or not, always respond to a complaint.
