Article written in collaboration with Two Rivers Marketing
You go above and beyond to make sure your customers have a positive experience, and you teach your employees to do the same. You recognize that Facebook, Yelp and other online forums provide direct channels to talk to your customers. You asked some of your regular customers to write online reviews endorsing your business and they were more than happy to oblige. You really seem to be getting the hang of this social media thing — and then a negative review pops up on one of your social media sites.
Now what?
Social media channels should not be a platform to broadcast your agenda; they should be a two-way conversation. You may not always like what your customers are saying but it’s important to keep listening and engaging.
Let’s imagine two different scenarios: In the first, you know who wrote the review and in the second, you don’t.
Scenario 1: Negative Nancy
1. Publicly address the negative review ASAP. Ask the individual to share the details of their experience with you offline or through a private message.
For example: Hi Nancy, we’re sorry to hear that you had an unsatisfactory experience. Can you please send us a direct message with the following details?
• Date and time of the appointment
• Services provided
• Your concerns
• Your contact information
2. Listen to the customer’s frustrations and offer a mutually beneficial solution.
For example: We’re sorry to hear that Bob cracked your flower pot during your tree removal service. We’d like a second chance to earn your business. We’ll give you a 20 percent discount on your next limb removal project. Please call the office at 123-456-7890 to schedule your appointment.
3. Place a follow-up call or email to Nancy after the next service appointment to ensure that she had a positive experience. If down the road Nancy turns into a loyal customer, consider asking her to post an amendment to her initial online review.
Scenario 2: Anonymous Al
Addressing a less-than-favorable review is more challenging when the customer hides behind the anonymity of the Internet. It is still important to publicly address the comment ASAP, even if you don’t know who left it.
For example: Customer service is a top priority at XYZ Tree Care. We work hard to make sure your tree work is done safely, on time and on budget. If our services did not meet your expectations, we want to try to make it up to you. Please call our office at 123-456-7890 or email us at customerservice@xyztreecare.com to tell us about your experience.
Even if Anonymous Al chooses not to follow up with you, current and potential customers who read the review will see that you made a genuine effort to resolve it.
Has a customer ever left a negative comment about your business? Tell us how you addressed it.
This article contains third-party observations, advice or experiences that do not necessarily reflect the opinions of Vermeer Corporation, its affiliates or its dealers. Advice or suggestions provided in this article are statements of general applicability that may or may not apply to individual businesses, whose circumstances and operations may vary.