What creates a more loyal customer: Selling them a product or service that never fails them, or exceeding their expectations when your product or service does fail them? Surprise! The latter actually creates more loyal customers!
Word of mouth has always been a mode of marketing for businesses, and with the rise of social media, it is even more prominent – and deadly. Since users can easily access millions of other users instantly, potent comments have the potential to spread like wild fire. Nevertheless, social media and other forms of customer complaints offer a window into the minds of customers, a valuable place to be. This feedback can help steer the company in a different direction to better meet customer needs.
Based on the complaint, issues can range from a shipping process to a quality assurance matter. The best way to handle the complaint is to sort it with questions like: Has the issue happened before? Is there any precedent for fixing this issue? How often does this same issue occur? Is this issue happening to the same customers or different ones? By filing the complaint into a category, the same issue can easily be managed or avoided in the future.
While dealing with the complaint at hand, it is important to listen to the customer, apologize for the situation, find the best way to remedy the problem, and offer some type of compensation for the inconvenience. Once the issue is resolved, following up with the customer will help them feel supported, and it will provide more feedback on how the issue was handled so the same approach can be taken or altered for similar future instances.