Brand protection should be a key concept for any business when it comes to online conversations and reviews about you products or services through Facebook, Twitter, review sites such as Yelp, Angie’s List, Citysearch, etc., blogs and forums. We love to see positive reviews and recommendations, but sooner or later, you’ll receive a negative review regarding a product or services performed that will put you on edge.
Many brands’ first reaction is going to be “How do we get rid of this review?” This may seem like the simplest approach, but the key thing to protecting your brand is also taking responsibility for something that may truly be a defective product or bad customer service, especially when the review or comment holds water. Of course, some negative reviews can be fabricated and blown out of proportion with false facts and accusations. Over 90% of time, with facts to back your claim, you should have no problem having such negative reviews removed from reviewing sites and/or enough evidence to share through a public comment the true facts of the situation, what really happened, any non-cooperation by the customers based on the steps that were taken to assist them by the brand to make the situation better. From there, readers to any online channel will be able to determine for themselves the true nature of the situation and see that you have taken the necessary precautions to protect what no doubtingly is a false claim.
But what if by chance, the product did not perform correctly or services performed did not go according to plan? Here are some important key steps that can turn the worse review and unhappy customer into a happy or at least, satisfied one:
- Respond publicly acknowledging the comment - Doing so shows your brand is listening and is actively participating in the online channel
- Thank the customer for taking the time to write about their experience - Demonstrates the brands stance in encouraging open and honest feedback, both positive and negative
- Do not delete the review or comment - By not deleting the comment, you are showing a high level of respect to the customer and demonstrating to your readers that your brand is willing to take additional steps to assist its customers and to “make things right”
- Inform customer that you will contact them directly to assist them further - Taking the conversation offline limits any further negative comments, allows the brand to collect further details regarding the situation, and allows for easier communication between the brand and customer either by phone, email or in-person
By following these simple steps, you’ll not only have the respect of your fans who already love your products and services, but also gain respect and hopefully continuing business with a customer who may have never returned or purchased a product again if they had never been listened or responded too.
Have a week!
More articles by me and my colleagues at Zocalo Group