<![CDATA[The fluidity and speed of social media in today’s digital age is remarkable. Social media has no equal when it comes to connecting directly with your customers. The majority of social media posts are one-to-one communications. The downside to social media, however, is that it also presents an entirely new area of crisis management for businesses. Just one complaint can go viral, putting the reputation of your company at risk.
This doesn’t mean you should be afraid of people talking about your company on social media. Just as a complaint can be shared quickly, so can a compliment. A customer can just as easily share a positive experience, improving your company’s reputation. Social media can be an invaluable tool for customer service and is definitely one you should be using. Not only to attract new customers but also to create a lasting relationship of trust with your current customers, it’s vital to have a plan for handling negative feed on social media. Doing so may also lead to the creation of loyal advocates of your brand. Here are a few examples of how to deal with negative feedback.
One industry that faces a ton of criticism and scrutiny is the airline industry. That really comes as no surprise. People are often nervous, stressed, or tired when they are flying, so it makes sense that they would be a bit on edge. When a flight is canceled or delayed, or when customer service is less than ideal, it’s fairly easy to understand why airlines get so many complaints. However, unlike the infamous poor service of some other airlines such as Ryanair, JetBlue seems to have figured out the customer service game. The company has taken notes on what to do and what not to do, and are ready to take on the complaints of unhappy customers. With more than two million followers, it looks like they’ve been rewarded for their work.
When JetBlue engages with their customers on social media, they make sure it’s in a friendly and fun way. The company deals with negative feedback in a timely manner and handles complaints with patience. As seen in the picture below, JetBlue’s response to a customer tweet happened just six minutes after that customer tweeted at them. The one thing to learn from this example is that the amount of time in which you respond to customers plays a vital part in turning a negative experience into a positive one.
Another way that JetBlue’s customer service on social media stands out is that they tend to go the extra mile. The image below shows how the company’s customer service teams work together to provide a response to customers. @Alexa_Burrows tweeted at the airline that she was upset about going home, and asked for a parade to welcome her at the gate as a joke. The Twitter team at JetBlue sent the tweet to the airport where she was landing, and a group of employees actually put together a small welcome parade. JetBlue looks for chances to connect with their customers and add value, and that’s why they have become well-known in the airline industry for their excellent customer service.
#2 Whole Foods
With over four and half million followers, the Twitter account of Whole Foods is one that shouldn’t be ignored. Most people may think that the company would be posting about products and their brand more often with so many followers, but that’s not really the case with Whole Foods. Below is just one example of how the company engages with its customers.
As you can see, Whole Foods was able to deal with the negative tweet by providing a solution. Sometimes, customers turn to social media to post their negative feedback not just to generally complain, but because they simply want a response from the company. By offering a solution to the customer’s problem, a company can turn an upset customer into one that’s more likely to become loyal to your brand. The one thing to learn from this example is that the majority of customers post negative feedback on social media because they want an answer or solution from the company. By offering a solution to the problem, you’re much more likely to keep that person as a customer.
#3 Allen Solly
While customers don’t like it when businesses mess up, they do know that no company is perfect. If you make a mistake, it’s usually best not to try to hide it. In almost any case, it’s best to own up to your mistakes. When apologizing to your followers on social media, you can acknowledge that you made a mistake and take ownership of it. This keeps your customers from continuing their negative feedback about the issue and allows you instead to focus on finding a solution to turn the customer’s negative experience into a positive one.
When posting an apology for an issue or mistake on social media, it’s important to be genuine. Customers will be able to quickly tell if your words have just been copied from a script or lack any genuine emotion. Be sure to use a natural tone of voice in your writing and show your human side when apologizing.
In the image above, you can see how Allen Solly, a fashion brand, used creativity to respond to a customer’s tweet. When you make a mistake, it’s always best, to be honest, show transparency, and do everything you can to immediately resolve the issue. Building trust with customers takes time, but you can lose that trust in just a matter of seconds. Depending on the issue, however, it’s often best to take the rest of the conversation offline, out of the public eye. The one thing to learn from this example is to own up to your mistakes and apologize.]]>