Your Business Sucks

Offensive?  Yes, but it’s a fact of life.  Not that your business sucks, but that you simply cannot please 100% of your customers 100% of the time – whether your brand is the Ritz-Carlton, Rolls Royce or Ranch Doritos. 

Fear of criticism should never dissuade you from using social media to promote what you do so very well.  While it’s normal to want to have a social media presence where no one ever publicly complains about your company, the reality is that’s just not reality.  The concern being that bad publicity can bring you down in an instant.  99.9% of the time that’s just not true.  You’re not Chris Brown.  Your business is not about to get liquored up and make a scene at the Emmys or beat up a defenseless woman.  That’s just not who you are. 

The type of exposure your business is more likely to encounter online is a complaint from a customer who had a bad experience, which in no way defines the common experience with your brand.  How your brand publicly handles a reasonable complaint will strengthen your reputation - demonstrating confidence, competence and compassion (we call it the three “r” s).

 

A recent example is from a local restaurant client with an exceptional reputation, receiving an angry facebook and twitter posts, from a disgruntled guest.  One day later, the customer was astounded to receive a phone call from the owner of the restaurant, who apologized and made the individual a very nice offer to return, with friends, as a personal guest of his.  The previously unhappy guest then took it upon herself to post an update on facebook and twitter − rescinding accusations, explaining the misunderstanding and providing glowing testimonial for the restaurant, its owner and staff.  Weeks later, she continues to be a vocal advocate for the restaurant via social media networks.  

Perhaps it’s the complaints made privately that should concern us more than those made publicly. This is where social media really earns its keep in helping manage your reputation. By offering a public place for customers to vent, it allows you to do something about it. Without that channel, unhappy customers are free to undermine your reputation without you even seeing it. 

  

When it comes to social media and complaint handling, here are four tips:

1. If a reasonable complaint is voiced publicly on a social media platform and you have the ability to satisfy the customer, address it publicly and do so.
2. If an inappropriate complaint is posted to your business’ facebook page, delete it (and most often ban user at same time) – remember that this is your property and you don’t have to allow someone to come in and mess the place up – On twitter, you are best served to ignore such a complaint.
3. If the details surrounding a compliant are not clear, provide an email address and/or phone number to handle privately – Often, a satisfied customer will post an update online to communicate their pleasure in being heard and addressed, and an accompanying testimonial is likely (remember, they’ve already demonstrated interest in your business, so you’re half the way home).
4. “Expect the unexpected” – this phrase makes no sense, you cannot expect the unexpected.  But, do your due diligence to brainstorm about what type of complaint you could conceivably receive and have a game plan ready for a quick response.  Responding timely is half the battle, indicating that your business is listening, demonstrating a commitment to customer satisfaction.

When you have a brand that consistently does its best to do right by people, you need not shy away from the opportunities afforded by social media participation.  Go out there, engage your fans and have some fun too!