When a company maintains an active presence on various social media platforms, it is bound to receive requests, complaints, and claims (PQRS) from dissatisfied customers—this is an inevitable reality. What many companies fail to realize is that a prompt and appropriate response can turn a previously dissatisfied customer into such a loyal advocate that they begin to attract other customers.
The widespread belief is that companies reap various benefits from joining social media in terms of building connections with their customers; however, we don’t hear much about the times when complaints and grievances arise, and even less so when these occasionally escalate into full-blown crises.
Complaints have always existed; people have always voiced grievances and complaints. But today, with the rise of social media, complaints from dissatisfied users and customers are no longer limited to friends and neighbors—they are now visible to thousands of people connected worldwide.
It is therefore important for companies to pay close attention to how they handle and respond to complaints and grievances on social media, so that these are not a threat but an opportunity to learn firsthand what their customers and users think of their products and services, and to turn this information into an invaluable opportunity.
On this occasion, I would like to share some tips for effective customer service management through social media.
- Respond to complaints or claims as quickly as possible: Responses should be concise and accurate. If you cannot provide an immediate answer, at least let the customer know that you are aware of the issue and that it will be resolved shortly.
- Determine the Best Method: Depending on the subject at hand, the conversation should be conducted by phone or email.
- Always treat customers with respect: To provide excellent customer service, always aim to treat customers with respect and make them feel comfortable.
- Monitor accounts: Constantly monitor accounts; success lies in being able to pick up on what customers are saying.
- Review comments: Determine which comments should be addressed and which should be ignored, such as those that contain vulgar language.
- Use polite language: Be polite, but don't do it automatically
- Avoid arguments: Never get into an argument with the customer; instead, apologize for the inconvenience and resolve the issue effectively.
- Don't make it personal: Alwaysmaintain a professional tone. It's good to personalize your messages, but don't lose sight of the professional distance that should exist between the customer and the company.
- Keep your responses brief:Social mediawas designed for quick, brief conversations, and that’s exactly how the responses you provide to customers online should be.
- Don’t take complaints personally: Some Community Managers get upset when complaints or grievances come in through the profiles they manage, especially those who are deeply connected to the brand—which is a positive thing, since they’ll represent and promote it effectively. However, the problem arises when a complaint comes in, because they feel as though it’s directed at them personally rather than at the brand they represent. It’s important to remember that no matter how involved you are with the brand, customer complaints are a professional matter, not a personal one.
- Conduct a thorough investigation: This recommendation is of vital importance when making decisions, especially during times of crisis when numerous complaints are received. While it is clear that every complaint is important, not all deserve the same level of attention. To determine their significance, it is necessary to investigate the person or persons behind the complaint to establish their profile, as there are individuals who generally attack or criticize all brands. Investigating the context is important because it helps determine the circumstances in which the complaint arose.
- Not all subscribers are our friends: Even though subscribers are often referred to as friends, fans, or followers on social media, it’s important to realize that they aren’t always what they seem. Many people start following a brand on Facebook or Twitter just to criticize it. Fans or followers are, in reality, subscribers and don’t necessarily like the brand, so it’s a mistake to expect special treatment from all of them.
- Documentation: It is important to document all events related to a complaint or claim, from the beginning through to any resolution that may have been reached. Documenting the case helps us better understand and respond to similar situations in the future, as the documented experience serves as a reference and helps establish best practices.
