Complaining occurs when consumers actively seek out someone to share an opinion regarding a negative experience. Generally, when we think of dissatisfied consumers, we are reminded of complainers. However, not all customers report dissatisfied consumption. In fact, only 17% healthcare consumers complain upon experiencing some problems with the service they are receiving. A recent survey among restaurant consumers suggests that no more than 5% of consumers with a problem complain.
Is a complainer a considered a negative customer for a company? The answer is no. In reverse, complainers are valuable sources of feedback about potential problems in service quality, product performance or system malfunction. When a consumer complains, the marketer has the chance to rectify the negative situation. A consumer that sulks away also takes away the valuable information with him or her. The complainers are more likely to become satisfied consumers and return into the business again.
Negative word-of-mouth takes place when customers pass on negative information about a company from one to another. WOM is powerful because of high source credibility. Negative word of mouth happens to every company. Nobody is immune, but great brands have a plan that helps them convert a lot of the angry critics into happy fans.
What you should do:
1. Act quickly
When a customer is upset, you need to act fast. A quick response (even if it's just to say, "I'm sorry, I hear you -- let me get back to you") helps soothe the original critic and also helps avoid an outbreak of more negative sentiment from others. It's common sense, but it's also been proven in studies. In one experiment, when a single table complained about food in a crowded restaurant, 26% of guests made similar complaints.
2. Be human
A canned response is worse than no response at all. Identify yourself, speak like a real person, and give them a way to follow-up with you. No frustrated customer has ever been won over with corporate jargin, and there's no reason to expect it to start working anytime soon.
3. Write for the record
When you're responding -- especially in online forums -- remember that you're not just writing for the original critic, but for everyone else who reads it later. You want people to see that you tried to make things right. Even if you can't fix the problem, it's important to show that you're listening and that you care about keeping customers happy.
Today is easier than ever to make complains publicly. Here are some websites you may want to
check out:
Until next time!
~Abby and Meng
It is always important to remember that we don't know what kind of day our customers are having. Watching them leave with a smile on their face is always ideal, but does not always happen. Staying positive is key to dealing with negative customers.
ReplyDeleteA complaining customer is the valuable resource a company may have, which helps them improve the service and prevent further mistakes. Thank you for your opinion, Tia.
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