by Jim Lyoob

Technology has offered us many ways to gauge customer experience and adjust business practices in response, but not until social media have we had access to such unbiased, real-time consumer responses. Consumers can like us, rate us, and often make or break us based on their online assessments of our businesses.

Customer feedback on Social Media often comes in the form of a complaint. A complaint is an opportunity to showcase your company’s positive customer relationships. Complaints should be addressed in a timely manner by a team member with good knowledge of the area of complaint. The complaint should be followed by both a basic public message of response – this is very important as it helps other users see that you are engaged and receptive to feedback- and a private message attempting to solve the issue.

Creating a separate, private dialogue helps the customer feel valued, and is an important step that often encourages them to return as a customer in the future, despite the current conflict. The conflict should be resolved if possible, and the complaint should be reviewed to see if any business practices need to be adjusted.

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