Brand image is built on word-of-mouth. Throughout my career, what’s proven true time and time again is that patiently listening to what your customers have to say is one of the most important things a business can do. On countless occasions, I’ve seen first-hand the impact that handling complaints properly or poorly can have on how people perceive a brand.
Tales of poor service have always spread through word-of-mouth, and a bad experience could easily turn someone off a company for good. Yet, over the years, as platforms like Facebook, Google reviews, and PissedConsumer.com emerged, dissatisfied customers have gained the ability to share their frustrations with hundreds, even thousands, in just one click.
Indeed, customers now have more power than ever to influence a brand reputation with just one online review. Of course, unavoidable errors will inevitably upset some, but this doesn’t mean a negative stigma towards your brand is unavoidable – how a business responds to these dissatisfied consumers truly represents their attitude towards customer service.
Responding to complaints with a thoughtful, empathetic approach centered on issue resolution over defensiveness will build trust, customer loyalty, and a positive brand reputation over the long term.
Avoidance is no solution: Engagement is a must
Clearly, poor handling of customer issues severely damages trust, and by that, the public perception of a brand suffers. Whereas actively solving the problems of those facing consumer issues from a place of true understanding has shown itself to be successful at turning criticism into praise and support.
No business needs to be in the dark about what gets under the skin of their customers. Early warning signs of systemic problems often appear long before the angry social media rants do. While it’s no great challenge for a consumer to lodge a formal complaint, with many a guide to resolve consumer issues easily accessible online, most consumers simply want acknowledgment of their issue and for the company to take them seriously and take action – very few set out spoiling for a fight.
So how can your businesses most effectively address consumer complaints? My advice is to actively solicit feedback through online reviews and even use follow-up surveys or questionnaires (post-purchase or post-customer-service interaction). Customer input is the most useful source of information on where and how to make improvements, and upon this, you can work out the details.
The proper way to respond
When replying to a disgruntled customer, be it an angry online review or a calm, composed email, your focus should be on understanding then acknowledging their experience rather than rushing to make excuses or claim mitigating circumstances. Empathize with the customer, put yourself in their shoes, apologize sincerely if a fault is yours, and restore confidence in your commitment to customer satisfaction by offering a solution (or at least inform them of the steps you will take to arrive at one).
Far too often I’ve rolled my eyes at dismissive or arrogant responses to customer problems that only inflame the situation. It pays to remember that humility, honesty, and accountability are remembered far longer than who “won” the argument.
Listen, learn, then apply
Of course, prevention beats cure every time. Customer reviews offer invaluable insights, so understand how to analyze them properly. Look for trends that bring common pain points to the surface, and identify the weak areas in your operation that are allowing them to emerge.
Make customer feedback a central part of your strategic planning. Implement positive changes that are backed up by actual real-world experiences rather than simply reacting to individual reviews. Keep a broad scope too. Don’t just look for problems, always have an eye open for opportunities. You never know what great ideas can be found in customer feedback.
Collaborate with your customers in finding the right path forward
Understand consumer rights, learn to take complaints seriously, and populate your team with well-trained CS staff who know to resolve them. Troubled customers who see their stressful situation turn out well thanks to excellent customer service are almost always genuinely pleased and grateful, and, in an age of online sharing, tend to become your most trusted marketers – referrals and recommendations from happy customers boost growth far better than any ad campaign ever could.
Like it or not, we inhabit a time where one click shares your mistakes with millions. Rather than running away from this fact, make knowing how to resolve the consumer issue a top priority for your business. Discover how to make your customers feel truly heard and understood – it’s the smartest long-term investment there is.