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How to Handle Negative Customer Feedback

 

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No matter how great your business is, negative customer feedback is sometimes inevitable. As the old saying goes, “you can’t please everyone”. But, you can actually use negative feedback to your advantage, depending on how you handle it.

Businesses that take feedback seriously and use it to boost their brands are the ones that typically see long-term success.

Whether you’re a business owner, manager, or you handle social media for your company, understanding how to deal with and respond to negative customer feedback is crucial. So, what can you do to flip a negative comment into something positive for your brand?

Show You Understand

If someone has a negative experience with your business, one of the best things you can do is to listen. Most people who offer negative feedback just want to be heard and understood. While giving a response quickly is important, focus on the quality of your response rather than offering a canned apology.

Today’s tech-savvy generations want relationships with the businesses they trust. That includes making things right when they have a negative experience. Millennials, in particular, can be somewhat pessimistic when it comes to how they spend their money. Their focus is on a positive experience with every transaction they make. If they don’t have one with your business, it’s up to you to make up for that experience by showing them you truly care. How can you do that? Try some of the following tips when you respond to a complaint:   

• Acknowledge the complaint publicly
• Address their specific issues
• Be open and honest
• Let them know how and when their issue will be resolved  

About 70% of unhappy customers are willing to do business with a company again if their complaint is resolved. All it takes is a bit of time, attention, and action.

Make Changes 

Speaking of action, sometimes it’s the next necessary step beyond apologizing. When a customer has a legitimate reason for leaving negative feedback, it’s time to dig beneath the surface and think about what you can change. It’s also a good idea to look at other complaints to see if there’s an underlying pattern.

One good thing about consistent complaints is that they can provide you with insight on things that need to be shifted.

For example, if you’re receiving continuous complaints about a specific product, you can use that data to change or adjust product development. Allow your business to be flexible with your procedures rather than stagnant and stuck in your ways. When customers see that their feedback is being taken seriously and you’re actively adjusting your products and processes, they’re more likely to keep doing business with you. They’re also more likely to become loyal customers since they know they’re being heard.

That’s the kind of action that will trigger word-of-mouth advertising. When someone’s negative feedback triggers a positive solution, they’re going to tell people about it.

Marketers and business owners alike know the value of word-of-mouth advertising, but it’s something that can’t be “bought”. Responding to reviews, however, is a fantastic way to trigger it amongst your followers and customers.

Follow-Up With Solutions 

Following up with negative reviews, both publicly and privately, can make a big difference in how your brand is viewed by your target audience. When you follow up personally, you’ll build trust with every customer who left a negative comment. You should also:   

• Be reachable at all times
• Over-deliver on your solution(s)
• Share tips they can use for your products/services in the future
• Commit to exceptional customer service  

Sending individual reviewers private responses is a great way to establish strong connections and build relationships.

But, it’s just as important to follow up publicly. Respond to comments on social media so other followers and customers can see you’re taking the initiative to make positive changes. You can also follow up after the problem is resolved, letting your followers know what you did to make things right. Don’t be afraid to list out the steps that were taken to come up with a solution. Again, this will help to foster trust, even with people who haven’t ever purchased from you before.    

Remember, not everyone who has a negative experience will post about it online. That’s why it’s so important to pay attention to the negative feedback you receive. Others might be thinking or feeling the same things without sharing their opinions. Handling one piece of negative feedback could connect with others who didn’t speak up, helping to ensure you keep your existing customers while showing your leads that you care about what they want and need from you.   

While it’s difficult to see negative feedback about your business, use it as a learning experience and an opportunity. While you might not be able to please everyone, there’s usually something you can do to turn a negative review around. Keep these tips in mind to handle negative feedback the right way, and to boost the longevity of your brand.