The population on Social Media is increasing tremendously. Facebook, Twitter, Google+, LinkedIn, Pinterest, Instagram and many other social networking sites are now part of our daily routines. There are people who use it for making friends, for building corporate connections, who are addicted, who are passionate, people who pour water to plants through Social Media and also people who talk to their favorite brands and celebrities through Social Media.
With all this buzz and real-time interactions happening on Social Media, brands have now become very aggressive and attentive. And to the benefit of the brands, the customers are also aware of it; they know it that you are listening here, they know that it will take ages to get any grievance sorted on call centre and support centre but if they make a complaint on Social Media, it will take hardly few hours, as the brand’s reputation will be at stake.
It is very critical to deal with complaints on Social Media, I have seen many brands deleting posts from their Facebook Pages, ignoring user comments/tweets, blocking them from writing anything on the page, all this is not going to help and will only get users going crazy about their complaints. So, how to deal with these complaints on Social media? How to address them without hampering your brand image? How you can handle such situations? Below are few simple steps that you can follow-
Step 1: Monitor and Listen
Social Media Monitoring is a must, whether your brand has an active presence on Facebook/Twitter/etc or not but there are people who will be talking about your brand. And it’s a must that you monitor them. There are thousands of Social media monitoring tools available in the market with hundreds of features attached, all you have to do is select the one that suits your requirements and standards. If you find that difficult or you need some assistance? Contact us. Once you are ready with the tool, listen to what people are saying about your brand, don’t reply, don’t get offended if they are saying sh*t. The very important thing here is Monitor, Listen and Categorize. Categorize all the mentions that are happening about your brand in various sections; praise-annoyed-complaint-prospect, this is a simple example of sections you can have for your brand. This also helps in getting an overall picture of the mood people are in when it comes to talking about your brand.
Step 2: Don’t Delete, Prioritize
Now here comes the most important part. Instead of deleting posts/comments from Facebook page or ignoring user tweets, try to prioritize them. Use browser extensions for Klout and Kred that gives you an idea about how influential a user is, and not only that, you have to also keep in mind how urgent his/her complaint is. Keeping both the things in mind, prioritize all the complaints you have received and start addressing them one by one.
Step 3: Make the conversation private (if needed)
If you are not able to solve the problem online, you are not able to understand the problem, you are feeling 140 characters on Twitter will be way less to address this complaint, or maybe you don’t have answers to users complaints/queries. Don’t abandon such mentions, remember your loss can be somebody’s gain and that somebody can be your competitor monitoring all your mentions. Try to divert these conversation in private, ask users to message you on Facebook/direct message on Twitter and get their contact details. Call/email them and get it sorted.
Step 4: Say something publicly (if needed)
Your Social Media agency did a blunder, your new product was not upto the standards, your creative has grammar mistakes. And multiple people are talking about it, you are getting tweets every 5 seconds. Acknowledge that it was a mistake, say it publicly and figure out what exactly was the issue. If it is a long process to figure out, at least say that you are looking into the issue. That’s the only smart and easy way not to get your blunders viral.
Step 5: Integrate your Customer Service Processes
Your Customer Service Centre has a process flow and that’s a mandate for some companies. I am not talking about asking your users to call customer care, I am talking about asking customer service executive to call the user (you already collected the user contact information in Step 3). This will streamline your execution and things will move smoother. Don’t create a grievance form and ask every user to fill that. It’s painful for an user experience.
Step 6: Create a FAQ Page
This is last but again an important step, it’s very rare that once you have solved a problem, once you have addressed a complaint; that no other customer will ever face the same problems, unless you have only one product in the market. For iterations and similar complaints it’s always better to document every complaint you are addressing. And when you do that, it’s very easy for you to create a FAQ page quarterly where users can help themselves.
Follow these steps and see how your sad customers get converted into happy customers. Have you ever solved a complaint that you are proud of? Share with us in comments below, and we will share it across.