There used to be this very quaint feature in stores and businesses called the “complaint department.” The idea was that this complaint window, very conveniently, was the one place you could go to address an issue with your purchase – but only after you took a number and stood in line.
Oh, for the days of centralized complaining… because now, the “one place” consumers can take their grievances has become the global mouthpiece of social media. Here they get heard – and then some. Complaints can catch “sharable” fire, widely affecting consumer opinions about your company.
The biggest problems occur mostly in situations when problems and concerns are ignored and allowed to fan into flame. The far better approach is to adapt to the current model: social media is the new customer service. The issues your customers voice are the opportunities to build relationships individually through your response and to build your image publicly by your responsiveness.
Monitor your social media channels routinely, and if customers have a gripe, let them know they’ve been heard. Addressing the issue promptly is the first step to keeping the issue in check. If there’s no timely response, the issue can fester for your customer and the ones commenting in the social media threads.
Typically, you’ll start with a public post of empathy tied to their post, then invite them to email you or ask if you can call them to discuss the issue more fully.
You may not have the answer right away. Sometimes you can’t offer the resolution the customer is requesting. But if you let them know you’re seeking a solution, that can go a long way toward easing aggravation.
Remember, the time you invest in one customer’s complaint can be witnessed by many people following the conversation. As you shine in your customer service commitment, the others will take note. But if you ignore the opportunity, the problem can multiply.