When dealing with the general public, we are often taught one solid rule above all else: the customer is always right. It turns out, that may not be the best advice ever given. The idea that a person can do no wrong is dangerous when it comes to managing your business, especially as a small business owner. In fact, when you then take into consideration that we live in a hyper-social media world, attempting to cater to everyone can complicate things even further.
So, what are you to do when the customer isn’t right? What do you do when they’re making sure everyone and their dog knows how displeased they are at your horrendous lack of business knowledge?
This is an answer that is difficult to sum up in a few sentences, but is an easy enough concept for you to take and apply to all future incidents such as this.
Designate a Soldier
First off, you must designate one person to handle negative social media feedback. This can be you, if you feel like taking it on. This is crucial for two reasons: one, to ensure there is less of a chance that a customer’s comment is skipped over and unanswered. Two, you need to be consistent in your answers and your actions. This is a battlefield we’re playing on, and every situation could be a landmine if not tip-toed around carefully with grace and know-how.
While it is true that customers’ situations will vary, there needs to be a consensus with how you handle them.
Timing Is Everything
Studies have shown that most companies take around five hours to respond to a customer complaint on social media. While you obviously have other things going on, if you’re answering in 5 hours, do not expect the customer to be cool and collected. We all want to feel like we are important; that our experience matters. Even if their complaint is completely irrational, you must treat it the same way you would a legitimate concern.
With that being said, try to respond as soon as can, while still thinking your answer over thoroughly. If you can manage to do that within 15 minutes, you’re going to already be ahead of the curve. If not, really try to make it happen in under an hour. Generally, your “audience” will be more understanding the quicker you respond.
The Response
Now comes the doozy: what should your response be? It can be difficult not to take negative feedback personally, especially when you know it to be untrue or completely irrational. Even if they’re complaining that the sky is blue, you must keep calm and stay polite.
I’ll let you know something right now: there are approximately zero times where you as a business owner responding rudely to a customer is going to end up well. There are people who are waiting to spark this kind of reaction from you, in hopes they can make you look bad. Even if they don’t have questionable intentions, rudeness is never going to get you the result you want. Instead, try these steps:
- Thank them for their feedback before all else. Try to keep your tone professional, yet relatable and understanding.
- Acknowledge the point they are complaining about – make it clear you understand what has made them upset.
- Do not apologize for something you don’t need to. This is a common mistake, where one thinks the more they apologize, the better the result will be. Oftentimes, this can end up backfiring. Apologize only if you know for a fact that what they’re iterating is true. An apology is often taken as a confirmation of what the customer is saying is true, so use sparingly!
- Encourage them to send you a private message.
- If they do not, offer to refund their money (within reason/your discretion).
Know that it’s nearly impossible to please everyone, but trying your best will always look good to your audience, and will make you feel better about how you handled it. Keep in mind that what happens on the internet is out there virtually forever. You may regret losing your temper, but you won’t ever regret acting with grace.