It's a known fact that the internet and social media have amplified customer voices, and it's not a bad thing. Yes, there are those who use online outlets to vent rage and obtain some sort of power from posting unwarranted comments. But, because these internet 'personalities' are easy to peg, their comments mean next to nothing in the long run. Of course, every business owner welcomes a positive review and customer feedback. After all, what's not to love about a customer expressing their satisfaction and delight regarding the services and products that you offer? These words can define the difference between your business and the competition. Encouraging words and praise can lead to some well-deserved free 'word-of-mouth' advertising and encourage new business in the future.
But what about the customer that expresses otherwise? It's true that most business owners fear complaints and dread a customer revealing a negative experience online. However, I believe there are important lessons to be learned, and bigger opportunities to be discovered from a legitimate negative comment or customer concern.
Valid reasons not to fear the LEGITIMATE Negative Customer Complaint:
- Having some negative comments mixed with positive ones will make your business reviews appear more relevant and believable.
- Negative reviews add to the total quantity of reviews a business has which is important, providing more confidence in star ratings (represent an avg. across all reviews).
- Customers who bring to surface and issue want to be heard. If they have taken the time to express their concerns, they are more likely to return when the issue is resolved.
- Resolving a negative complaint allows opportunity to present a special offer or incentive to motivate that customer return and satisfaction.
- A dis-satisfied customer who doesn't complain in a public manner could harm your business by talking behind your back and amplifying it's negative effects without your knowledge.
- After a situation has been exposed, your business can take action to obtain the upper hand, change the tone, and gain a new-found respect from current and potentially new customers.
- Responding and resolving a negative comment allows you, the business owner, a chance to be heard and seen as a business that cares about its customers.
- Your customers are always right. Your customers know the competition better than you do. Their questions may be your answers!
Be sure to PLAN for complaints.... as they are guaranteed to happen! Make resolving those complaints a priority and conduct yourself professionally, especially online. Compensate an unhappy customer for their inconvenience. Really listen to what customers are trying to tell you, especially if you are hearing the same type of concerns repeated. Knowing and understanding customers wants and needs will absolutely create new and positive opportunities for your business...the next BIG IDEA.
What are you waiting for? Tap into it!
