Following on from the 6 strategies this is what we have learnt, tactically, about the current online & social media environment.
When responding to a complaint:
- Respond immediately, all hours. This is of paramount importance and a drag on resources. It is one of the only outward indications of our concern; conversely not responding can be seen as rude or arrogant. If you don’t know what the key message is, you will always be OK with something like, “Hi Katy, I’ve received your message, can I get back to you asap? Regards Peter.”
- Respond personally. No canned responses. Social media interaction is one-on-one communication, in front of millions.
- Respond in tune with the culture of the channel. Different active company Facebook pages will have different communities of users, and different cultures. The same goes for any social media forum. If you are new to the channel: understand first, be understood second.
- Don’t overreact. Often a short, sharp post looks aggressive, but it may just be an economical use of words, or may have been hastily written – by a pussycat.
- Take a complaint offline. Not always but, for instance, if it looks like going more negative or is off-topic. A well-managed phone call is almost always the best way to take the heat out of a situation.
- If you do go offline, keep a record of the conversation. A good way to do this is to write an email record of the conversation and send it to your superior, using a searchable term.
- Fix the problem. If you can’t, get the best succinct explanation of why it is not possible. For this you may need approved Q&As.
- If it might go viral, let your superior know quickly. We need to be always on the lookout for this.
- Once the problem is fixed, ask the person to go public with a thank you. Some will do this.
- Be cool. Mostly it’s not about you.
eCommerce #7: the scary power of activists, and managing consumer complaints #1 – 6 strategies
eCommerce #6: The Scary Power of Activists, and the Law
eCommerce #5: How activists can manipulate social media; and why companies are scared
eCommerce #4: Losing sleep over customer reviews? 7/10 say it matters.
eCommerce #3: Hoping to Fix Bad Reviews? Take care…
eCommerce #2: Fragile Relationships – Three Myths about What Customers Want
eCommerce #1: A prediction – Online sales climb, but reaching saturation. Really?