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Turn Social Media Complaints into a Stronger Reputation
The document discusses how social media has become a critical platform for customers to voice complaints, particularly against service providers such as hospitals. It outlines various types of complainers and emphasizes a proactive approach to handling complaints through effective communication and engagement strategies. Key steps for resolving complaints include acknowledging the issue, apologizing, and taking swift action to prevent future occurrences.
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Turn Social Media Complaints into a Stronger Reputation
- 1. Turn Social MediaComplaints into a Stronger Reputation
- 2. Among the manyreasons customers have taken their complaints to social media is the frustration with the ineffectiveness of call centers.
- 3. “ “The beauty ofthe Internet age is that you don’t have to take it any more. You’re no longer just screaming into the dark” – Bob Garfield
- 4. Social media isa better way to communicate with organizations -- 65% of customers
- 5. Why do peoplecomplain via social media about hospital experiences? 80%: Prevent a repeat 65%: Explanation 41%: Apology 7%: Compensation
- 6. Only 1 in25 aggrieved customers actually SPEAKS UP
- 7. Why value thisguy? • He’s trying to help • He influences others • He’s an early warning signal
- 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. 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. 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. Another perspective •37% Voicers Eager to help • 14% Passives Suffer in silence • 21% Irates Complain to each other • 28% Activists Want revenge
- 12. Be Proactive Other thanthat, don’t delete comments.
- 13. 7 Steps toComplaint 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
- 15. The expectation ofengagement • 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
- 17. Readers of badreviews will be influenced by what they read.
- 18. They will alsobe influenced by how the organization responds.
- 19. In the absenceof a response, readers have only the experience of the patient on which to make a judgment.
- 20. A good example ofhow to handle a complaint delivered via a social media channel.
- 21. The Mayo Clinic’sresponse to a campaign on its Facebook page was handled deftly and professionally.
- 23. Who Do ConsumersTrust Most?
- 24. You have toaddress the perception held by some leaders that social media is a waste of time.
- 25. Staff as Ambassadors •Have a policy • Train everybody • Engage your SMEs
- 27.
- 28. Three monitoring approaches •Analytics services – Very expensive • Monitoring services – Moderately priced • DIY – Cost = your time
- 30. If you havethe resources, a monitoring command center is a valuable tool.
- 31. Shel Holtz, ABC www.holtz.com shel@holtz.com @shelholtz 415.881.7435 Q&A