Turn Social Media Complaints into a Stronger Reputation

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This presentation was used as speaker support for a presentation to the California Patient Relations Association and is not intended to serve as a standalone document. I have added some text to image-only slides in order to provide context. Thanks to Paul Gillin and his excellent book, When Customers Attack, which served as one of the resources used in preparing this deck.

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Turn Social Media Complaints into a Stronger Reputation

  1. 1. Turn Social Media Complaintsinto a Stronger Reputation
  2. 2. Among the many reasons customers have takentheir complaints to social media is the frustrationwith the ineffectiveness of call centers.
  3. 3. ““The beauty of the Internet age is that you don’t have to take it anymore. You’re no longer just screaming into the dark” – Bob Garfield
  4. 4. Social media is a better wayto communicate with organizations -- 65% of customers
  5. 5. Why do people complain via social mediaabout hospital experiences? 80%: Prevent a repeat 65%: Explanation 41%: Apology 7%: Compensation
  6. 6. Only 1 in 25 aggrieved customers actually SPEAKS UP
  7. 7. Why value this guy?• He’s trying to help• He influences others• He’s an early warning signal
  8. 8. 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
  9. 9. 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?
  10. 10. 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
  11. 11. Another perspective • 37% Voicers Eager to help • 14% Passives Suffer in silence • 21% Irates Complain to each other • 28% Activists Want revenge
  12. 12. Be ProactiveOther than that, don’t delete comments.
  13. 13. 7 Steps to Complaint Resolution1. Thank the complainer2. Explain why you appreciate the feedback3. Apologize for the mistake4. Take responsibility and promise to do something right away5. Ask for necessary information6. Take swift action7. Prevent future mistakes
  14. 14. 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
  15. 15. Readers of bad reviews will be influenced by what they read.
  16. 16. They will also be influenced by how the organization responds.
  17. 17. In the absence of a response, readers have onlythe experience of the patient on which to make a judgment.
  18. 18. A good exampleof how to handlea complaintdelivered viaa social mediachannel.
  19. 19. The Mayo Clinic’s response to a campaign on its Facebook page was handled deftly and professionally.
  20. 20. Who Do Consumers Trust Most?
  21. 21. You have to addressthe perception heldby some leaders thatsocial media is awaste of time.
  22. 22. Staff as Ambassadors• Have a policy• Train everybody• Engage your SMEs
  23. 23. What CompaniesExperiencing Crises Lacked
  24. 24. Three monitoring approaches• Analytics services – Very expensive• Monitoring services – Moderately priced• DIY – Cost = your time
  25. 25. If you have the resources, a monitoring command center is a valuable tool.
  26. 26. Shel Holtz, ABC www.holtz.com shel@holtz.com @shelholtz 415.881.7435 Q&A

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