It’s human nature to want to make everyone happy all the time.
However, this desire simply isn’t realistic. At some point, every one of us will do something—hopefully unintentionally—to rile someone else up. It’s no different when it comes to your business.
Sure, providing quality products and customer service is of paramount importance. If you don’t, you’ll see your brand suffer and profit margins slow, even plummet. However, even top-tier customer service and the best products in the world will eventually find some disenfranchised customer who came up with a reason to complain. That’s human nature, also.
What happens when the customer brings his complaint to your Facebook page and makes it public for all your fans to read? How should you defuse the situation and avoid further humiliation?
I know what you’re thinking: delete it! Of course that’s your first response. But I’m here to tell you otherwise. Deleting that negative comment could be the worst move you could make. Here’s why:
1. You have an opportunity to change the person’s mind.
While you likely see the negative comment as a threat to your brand, it’s actually an opportunity. Since the customer brought his grievance to you, it shows he is passionate about the problem. While his current emotion is negative, his passion for your product remains.
Since social media is all about conversation, seize the opportunity to engage the upset customer and fix the problem. If you can do something to make him happy, you not only won over a new customer, but showed your entire fan club how hard you will work to create satisfied customers. Talk about building loyalty!
Just be careful not to get defensive, as a company on the defensive is often in the wrong.
2. It gives you an opportunity to improve.
While it’s often difficult to face criticism, we can learn to make our products and services better if we are open to it. In other words, rather than be scared of negativity, embrace it and allow it to act as a catalyst for change in your company. Once customers see you not only listen to their feedback but react accordingly, they will develop a closer bond with your brand.
3. It’s better they gripe on your Facebook page than somewhere else.
Allow me to draw a sports analogy. Say you’re on a football team that is about to face its arch rival. Imagine you have a choice: play the team in its city or your home stadium. Which would you choose? You’re going for the home court advantage, right?
The same goes for your business. Would you rather deal with complaints on your Facebook page where all your loyal followers can stick up for you, or a random blog where you have no real say? Handle the conversation at home!