At the Food For Thought workshop on 22nd March Richard Evans shared the insights into social media marketing that he gained while developing social media strategies for national brands such as Greene King, Wagamama and Kwik Fit. This was easily the section that generated the most discussion of the day as Richard challenged the audience to get out of their comfort zones and really engage with their customers.
The most debated point related to negative feedback on TripAdviser and other review platforms. Every customer facing business is aware of this problem, and whether or not the complaint is justified, the question remains: how do you respond, given that your response will be visible to the world at large?
First Richard used an audience survey to illustrate the importance of responding to negative feedback: everyone in the room had used TripAdviser to research unknown venues, and everyone agreed that they would look in detail at the negative comments rather than the compliments.
This illustrates the power of reviewing sites, and the value in building a good reputation on them, but the more interesting conclusion has to be that your response to a negative comment will be read by a large percentage of your prospective customers; probably far more than notice the carefully crafted marketing blurb on your website or promotional material!
Using a real life example of a complaint from his time working in a restaurant business in 2018 Richard illustrated how to use a polite response to diffuse the complaint. Within a carefully crafted reply he:
– responded directly to the complaint
– included references other customers positive feedback
– included highlights of special offers, and
– most importantly, he offered the customer the opportunity to discuss the issue further in an email exchange, in order to avoid having a “he said, she said” war of words in public.
All the businesses in the room ran highly regarded operations delivering excellent customer service, but it is a fact of life that you can please everyone – this line of defense is not designed to ignore the customer’s complaint.
Often the first reaction to a complaint is to be defensive and offer money off a future visit, but it is clear that with the reach of the internet it is essential to do more than just address the actual issue in the complaint. If you look on your response as your opportunity to offer potential new customers more information about your business you can make much better use of your efforts.