30/11/2012 by staffreference
It’s rooted in human nature to communicate. People communicate with other people not simply because they like to do it, but also because they need to. We’re social and we tend to share with others stories, personal experiences, feelings and whatever we want to tell. The birth and the constantly development of social media have helped people to find an easily way to keep contacts with their similar. An incredible number of social media is at our disposition: Facebook, Twitter, Google+, blogs, forums are just some examples of the variety of communication tools we find on the net. Is for that reason that for companies is often difficult to monitor social media and quickly respond to any comment, doubt, question that the customers express.
It is of vital importance that customers speak very well about your company. Today is no longer sufficient having customers that simply speak about you. Excellent comments comes from customers that are not simply satisfied, but delighted. If you manage to delight your customers you are not only going to gain loyalty or defeat competitors, but also having those customers sharing with others the incredible experience they have had with your company. There’s nothing more powerful than the word of mouth. Yes, because an unsatisfied customer can say the worst thing about you and you incur the risk to be seriously damaged. However it is also true that it’s impossible not to receive any negative comment about something your company has done or about your product or service. Unless you’re a company that always succeed in meeting every single customer’s expectations, sooner or later you will be facing the hardest task of managing a negative remark. Just one negative comment is enough to lose customers and is extremely more powerful than the positive ones. So how companies should approach this inconvenient?
First thing to do when your company discovers a negative remark is to give an answer to that as soon as you have a clear understanding of the problem. This answer should clarify the company position and express its point of view. By simply answering, the company demonstrates to care about that customer and make him/her trust and appreciate the company again. In fact, never forget that customers are the most important assets. Without them your company couldn’t be able to operate and so they go on the top of your priorities. Customer always comes first. For that reason, you never go against your customers, even if you think they’re wrong.
Secondly, try to make your answer clear. Show you have taken seriously the disappointment and that you are going to repair it. Try to re-offer to your customer the solution he/she was looking for and he/she didn’t get the first time. Your second effort to fulfill your customer need will be rewarded: in fact it is likely that your customer speaks again about you, but this time telling others about your effort to repair to the inconvenient. This would help to improve your brand image as an attentive company toward its customers.
To conclude, remember that even from negative remarks you learn a lot about you! Those comments help you to see where you are making a mistake and to improve your weak points.
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