With social media and the internet making it easier than ever to voice customer complaints, is your company doing what it can to prevent a potential PR disaster? Every day on Facebook and Twitter, people are discussing brands. Sadly, studies show that customers are more likely to share a negative experience than a positive one, and in the case of today’s customer relations, this could be potentially fatal.
It takes just one bad experience for a reaction to be triggered. It could be a bad quality product, a rude sales person or even an issue with delivery. With the high level of smartphone usage throughout the world, that unhappy customer could be on Facebook before they have even left the premises. A status takes just seconds to post, and once it is on the web, it is almost impossible to prevent a potential viral nightmare.
The Dangers of Unanswered Customer Complaints
Now imagine that this unhappy customer who has vented their outrage at your company’s poor service gets replies from other people that they follow, each of whom also has something bad to say. That post could get shared on someone’s blog, or it may get shared on other people’s statuses too. They may even have voiced their complaint on your official Facebook page.
There are two ways that this situation could go at this point.
- Your company could answer promptly, and deal with the issue directly before it gets any worse.
- Your company could ignore the complaint, and wait to see if things eventually settle down.
What if this whole disaster could have been prevented in the first place though? With a good customer complaints system in place, the issue could even have been dealt with before the customer walked away from the sales floor where the issue took place.
How to Get it Right and Reap the Re
What customer complaints management is all about is getting the process right BEFORE things get too big to control. Your customers keep you in business, and without them, you would not be in business at all. Happy customers mean better business, and of course, the opposite is true too.
Having complaints is not always an entirely bad thing either – this is how you improve your operations, staff training, products and overall business. It is how you deal with those complaints that predict whether you are a business who gets it right, or one who misses out on opportunity to improve reputation and build better relations.
Investing in customer complaints management software may seem like an added expense, but at the end of the day, you are investing in the very people who support your business. This can never be anything but valuable.
Christopher Stainow is Chief Executive of Lennox Hill; creators of isoTracker Quality Management System & hosted Document Control Software ensuring the quality of your business processes and documentation to assist in business efficiency.