It’s never pleasant to receive negative comments and reviews. You work hard to deliver your very best products and services, and bad feedback stings. However, every business receives negative feedback from time to time. It’s how you handle it that sets you apart and keeps your customers coming back to you despite one less-than-stellar experience. And it’s how you respond that influences new customers to give you a chance, despite any negative reviews. The most important thing to remember is that social media is a public forum. Your audience (current and potential customers) will be paying attention to how you handle criticism and complaints.
Social media sites have become more than just platforms for marketing and advertising. They’re also important channels for soliciting and receiving customer service—all in the public eye. In fact, a recent study showed that nearly half of American consumers use social media to ask questions or to talk about their experiences (good and bad). What does this mean for you? How you treat your customers and what they have to say about you is increasingly visible. Mess this one up, and you stand to lose not only one disgruntled customer but a whole slew of prospects.
I’ve already talked about why your brand should be using social media for customer care a few weeks ago. If you’ve been following along here at Crackerjack Marketing, you already understand the importance of how your brand is represented in social.