By John Sonnhalter, Rainmaker Journeyman at Sonnhalter
I’m amazed by the stats that more than half of those on social media don’t have a plan to respond to negative social media posts. Social media isn’t new, isn’t going away, and if you’ve followed or read anything about this space, you know there have been numerous posts about the subject.
Customer service departments are usually the place where traditional issues are handled. But when it comes to social media, most don’t know how to find complaints and have a process of responding in a timely manner. Customers especially on the internet want a response and want it now (42% want to be responded to in an hour or less).
I recently read a great article by Jay Baer from Convince and Convert on Why You Need a Customer Service Response Road Map that highlights ways to identify, prioritize, assign responsibility and set deadlines that’s well worth reading.
Negative issues need to be addressed and what better way to hear about issues than on social platforms. Don’t you want to know what customers are saying about you? You’d better be monitoring them and jump in with a plan to respond. There are several monitoring options out there that will help you. Here are some free ones: Social Mention, Google Alerts, Hootsuite and TweetDeck.
I recently had an experience with a major faucet manufacturer about a replacement. We had to get a new tub at home and my wife wanted to update the faucets, which we did. The manufacturer sent the wrong spout and it took our plumber almost 2 months to get the replacement for it. They weren’t good at customer service, just making excuses. I made mention (by brand name) on a tweet what my frustration was, and true to form, heard nothing back.
In the short run, ignoring me may not be a big deal to them since I had already purchased the tub set, but in the long run, my wife is planning to replace all the faucets in our 3 bathrooms. Guess who isn’t going to be considered for that purchase?
In a world where we have alternative plans for everything, don’t overlook social responses to negative posts. It’s better to address them straight on or they will fester and come back to bite you when you least expect it. Have a plan in place as negative reviews will affect your SEO.
Unless you are offering something you can’t get anywhere else, then you’re going to have competition from someone. So what makes your customers or potentials want to do business with you instead of them?
Assuming you have a good product, then I’d say the customer experience would be the major deal sealer or breaker. Customer service starts the moment someone from your company answers the phone through the sales process and follow-up with your customer service department if a question or problem arises.
I guess what I’m trying to say is your company’s customer service should start with every employee. Those that are on the front line (be it a CS or delivery man), they have the one-on-one contact with the customer and can sway future purchases by their actions or inactions. We all build our business around repeat sales, so everyone in the company needs to be good will ambassadors. The challenge for all of us is to find the friction in our process and smooth it out.
Here’s a good test. Make a complaint on social media about one of your products (under a name they won’t recognize) and see what kind of response you get.