Responding to negative reviews, comments, and feedback on social isn’t just about moderating and handling issues, it’s about developing an opportunity to connect more closely with customers. Even the fiercest criticism can turn into a positive review, and a customer who feels listened to and pampered can become an enthusiastic and loyal brand ambassador.
To achieve this, it is necessary to follow a few simple rules, in interactions on Facebook, on the Google My Business tab and on all platforms with reviews, in order to gratefully get out of a problematic situation and draw a valuable lesson to improve.
Quickly reply to comments
Quickly reply to negative feedback to show that the brand values its customers and their opinions. Ignoring or delaying responses can make the situation worse. You don’t necessarily have to offer an immediate solution, but let the customer and all readers know that you have taken charge of the report and are working to solve the problem.
However, not all comments deserve a reply. In case of provocations from trolls, the best solution is to ignore them. Try to avoid unnecessary escalation that can be counterproductive and annoy other users as well. Alternatively, you can choose to reply with irony, but only if this is in line with the brand’s tone of voice and if you are sure you can support a potential discussion.
Listen carefully to all negative feedback
Before formulating any reply, it is essential to listen carefully to what is being said, without replying hastily and driven by instinct. This means that, from the beginning, you have to analyze the situation from the point of view of the consumer and his experience. Then, the problem must be lowered into business processes to identify what did not work from the root.
Be careful: active and constructive listening does not mean that you have to identify a culprit (the customer or the company, or an employee of the company), but that you have to understand the problem in order to solve it. Everything cannot always go well and, in case of error, the company must admit it with honesty and transparency, suggesting that it will do everything to fix it. Customers appreciate a sincere and cooperative attitude.
Use a kind and consistent tone
Some customers can be very rude. In the case of insults, it is advisable to hide and report the comment because it may annoy other customers. In the case of animated but motivated responses, the best solution is to reply in a kind and polite tone, in order to show attention to the customer and the problems that may have come.
Even in the case of interactions that are more difficult to manage, it is important to always act consistently, respecting the tone of voice and brand values. To facilitate these types of interactions, it can be helpful to fill out a set of guidelines in advance that are shared with the team.
Reply in public, but resolve the issue privately
Publicly acknowledge the issue to show others that the brand takes the feedback seriously. This can prevent further negative reactions and demonstrate a commitment to customer service. Some answers may be helpful to other users who are in a similar situation.
Then, move the conversation to private channels, such as direct messages or emails, to resolve the issue in detail. This ensures that the customer receives personalized attention by keeping resolution details out of public view.
Offer solutions to the problem
There is only one way to make an unhappy customer happy: solve the problem in the shortest possible time, offer solutions. Everyone makes mistakes, but only the most virtuous admit the mistake and try to find out a solution. A customer appreciates this effort and, feeling pampered, can become an enthusiastic brand ambassador.
After you resolve the issue, ask for feedback from the customer. This shows even more interest in him and could lead to a review. Also, being able to turn a one-star review into a five-star one is very rewarding.
Learn from negative feedback and improve
You can learn by making mistakes. Use negative feedback as a learning opportunity. Analyze complaint patterns and take concrete steps to improve products, services, or communication strategies. If you are able to analyze a criticism, it can have more value than a comment full of hearts and thumbs up.
