I’m sure you’ve heard the old saying that happy customers tell three friends and unhappy customers tell 3000. We all want our customers to be happy customers, but it’s inevitable that at some point we will have an unhappy customer. When that happens, you want to make sure that you have dedicated support on social media to handle the complaint and minimize the negative results.
When a customer or client is unhappy, they often turn to social media first to bring the matter to your attention. Twitter and Facebook are often the first place a customer thinks to turn to. I recall several times that I’ve seen customers tweet at businesses to let them know they’re unhappy. When this happens, it’s best that you have a dedicated support team that’s been trained to handle disgruntled customers.
In many cases, social media handles are manned by sales or administrative staff who are trained to answer basic questions about the company or its product. These employees may or may not have the training to handle unhappy customers. One incorrect answer or poorly thought out response can create a backlash that can ultimately be very damaging to your company.
When you do create dedicated support on social media, it’s vital that you have someone manning this handle who will respond quickly to complaints. No longer is it acceptable to have a 24 hour response time to complaints. Even 12 hours is too long according to many. Top companies who market their responsiveness can respond to complaints and inquiries within 30 minutes.
Disappointed customers will make their thoughts known more often than happy customers. You want to minimize this as much as possible by being responsive to their complaints. Having dedicated support on social media can improve your customer support and turn customers into fans.