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How to Handle Negative Customer Feedback
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No matter how great your business is, negative
customer feedback is
sometimes inevitable. As the old saying goes, “you can’t please everyone”.
But, you can actually use negative feedback to your advantage, depending on how
you handle it.
Businesses that take feedback seriously and
use it to boost their brands are the ones that typically see long-term success.
Whether you’re a business owner, manager, or
you handle social media for your company, understanding how to deal with and respond
to negative customer feedback is crucial. So, what can you do to flip a
negative comment into something positive for your brand?
Show You
Understand
If someone has a negative experience with your
business, one of the best things you can do is to listen. Most people who offer
negative feedback just want to be heard and understood. While giving a response
quickly is important, focus on the quality of your response rather than
offering a canned apology.
Today’s tech-savvy generations want relationships
with the businesses they trust. That includes making things right when they
have a negative experience. Millennials, in particular, can be somewhat pessimistic
when it comes to how they spend their money. Their focus is on a positive
experience with every transaction they make. If they don’t have one with your
business, it’s up to you to make up for that experience by showing them you
truly care. How can you do that? Try some of the following tips when you
respond to a complaint:
- Acknowledge the complaint publicly
- Address their specific issues
- Be open and honest
- Let them know how and when their issue will be
resolved
About 70%
of unhappy customers are willing to do business with a company again if
their complaint is resolved. All it takes is a bit of time, attention, and
action.
Make Changes
Speaking of action, sometimes it’s the next
necessary step beyond apologizing. When a customer has a legitimate reason for
leaving negative feedback, it’s time to dig beneath the surface and think about
what you can change. It’s also a good idea to look at other complaints to see
if there’s an underlying pattern.
One good thing about consistent complaints is
that they can provide you with insight on things that need to be shifted.
For example, if you’re receiving continuous
complaints about a specific product, you can use
that data to change or adjust product development. Allow your business to
be flexible with your procedures rather than stagnant and stuck in your ways.
When customers see that their feedback is being taken seriously and you’re
actively adjusting your products and processes, they’re more likely to keep
doing business with you. They’re also more likely to become loyal customers
since they know they’re being heard.
That’s the kind of action that will trigger
word-of-mouth advertising. When someone’s negative feedback triggers a positive
solution, they’re going to tell people about it.
Marketers and business owners alike know the
value of word-of-mouth advertising, but it’s something that can’t be “bought”.
Responding to reviews, however, is a fantastic way to trigger it amongst your
followers and customers.
Follow-Up With
Solutions
Following up with negative reviews, both
publicly and privately, can make a big difference in how your brand is viewed
by your target audience. When you follow up personally, you’ll
build trust with every customer who left a negative comment. You should
also:
- Be reachable at all times
- Over-deliver on your solution(s)
- Share tips they can use for your
products/services in the future
- Commit to exceptional customer service
Sending individual reviewers private responses
is a great way to establish strong connections and build relationships.
But, it’s just as important to follow up
publicly. Respond to comments on social media so other followers and customers
can see you’re taking the initiative to make positive changes. You can also
follow up after the problem is resolved, letting your followers know what you
did to make things right. Don’t be afraid to list out the steps that were taken
to come up with a solution. Again, this will help to foster trust, even with
people who haven’t ever purchased from you before.
Remember, not everyone who has a negative
experience will post about it online. That’s why it’s so important to pay
attention to the negative feedback you receive. Others might be thinking or
feeling the same things without sharing their opinions. Handling one piece of
negative feedback could connect with others who didn’t speak up, helping to
ensure you keep your existing customers while showing your leads that you care
about what they want and need from you.
While it’s difficult to see negative feedback
about your business, use it as a learning experience and an opportunity. While
you might not be able to please everyone, there’s usually something you can do
to turn a negative review around. Keep these tips in mind to handle negative
feedback the right way, and to boost the longevity of your brand.