Turn Social Media Complaints into a Stronger Reputation

Among the many reasons customers have taken their complaints to social media is the frustration with the ineffectiveness of call centers.

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“The beauty of the Internet age is that you don’t have to take it any more. You’re no longer just screaming into the dark” – Bob Garfield

Social media is a better way to communicate with organizations

-- 65% of customers

80%: Prevent a repeat 65%: Explanation 41%: Apology 7%: Compensation

Why do people complain via social media about hospital experiences?

Only 1 in 25 aggrieved customers actually SPEAKS UP

Why value this guy?

• He’s trying to help

• He influences others

• He’s an early warning signal

Types of Complainers

• Casual Complainers

– Irritated by an isolated bad experience

– Cite policies, but don’t just protect the organization

• Extortionists

– Motivated by gain

– Consider the precedent

– Move conversation offline

– Cite consequences of following through with threats

Types of Complainers

• Committed Crusaders

– Motivated by a higher calling

– Smart, cool and savvy with tools

– Treat with respect

– Ask:

• What do they want?

• What will they accept?

• What is the opportunity cost of making them go away?

• Can you live with the pain?

Types of Complainers

• Indignant Influencers

– Have a following

– Complaint can generate conversation

– Can abandon campaign if…

• Offered a reasonable explanation

• The organization apologizes

• Offered a reasonable make-good

Another perspective

• 37%

• 14%

• 21%

• 28%

Voicers Eager to help

Passives

Suffer in silence

Irates

Complain to each other

Activists

Want revenge

Be Proactive

Other than that, don’t delete comments.

7 Steps to Complaint Resolution

1. Thank the complainer

2. Explain why you appreciate the feedback

3. Apologize for the mistake

4. Take responsibility and promise to do something right away

5. Ask for necessary information

6. Take swift action

7. Prevent future mistakes

The expectation of engagement

• You’ll be there to answer our questions and solve our problems

• You’ll talk with us about what interests us

• You’ll listen to our thoughts about your products and services

• You’ll help us connect with one another

• You’ll make it easy for us to take action

Readers of bad reviews will be influenced by what they read.

They will also be influenced by how the organization responds.

In the absence of a response, readers have only the experience of the patient on which to make a judgment.

A good example of how to handle a complaint delivered via a social media channel.

The Mayo Clinic’s response to a campaign on its Facebook page was handled deftly and professionally.

Who Do Consumers Trust Most?

You have to address the perception held by some leaders that social media is a waste of time.

Staff as Ambassadors

• Have a policy

• Train everybody

• Engage your SMEs

What Companies Experiencing Crises Lacked

Three monitoring approaches

• Analytics services

– Very expensive

• Monitoring services

– Moderately priced

• DIY

– Cost = your time

If you have the resources, a monitoring command center is a valuable tool.

Q&A

Shel Holtz, ABC

www.holtz.com shel@holtz.com @shelholtz 415.881.7435