Originally a component of public relations, reputation management has evolved in direct proportion to the expansion of digital marketing. Across social media platforms, review sites, and industry specific sites, the need for companies to actively examine and manage their online reputation is now as vital as any other operational aspect.
The first step is to leverage a combination of monitoring platforms to alert your marketing team of a potential brand management issue. Then, as part of a pre-defined and comprehensive plan, a focused approach must be initiated to expeditiously neutralize adverse remarks.
The CRUSH Agency’s Eight-part Management Process is effective for defusing unhappy customers; often completely changing their experience. It is based on the standard principle of Customer Service 101 which maintains that unhappy customers just want to be heard. By listening and addressing their concerns, they will not only obtain the satisfaction they seek, but can actually be transformed into loyal brand ambassadors.
- Empathy: Put yourself in the customer’s shoes and try to understand why they feel the way they do. If your response is indifferent or dismissive you will only encourage the person to take further action.
- Don’t Blame the Customer or Some Other Employee: Take responsibility for the situation and confront it head on. People don’t care whose fault it is, they just want it fixed!
- Take Negative Conversations Posted Online, Offline Immediately: If someone has already posted a bad review or forum comment about their experience with your company, get their phone number or address and try to tackle the problem offline.
- Never, Ever, Address a Negative Review by Getting into an Online Comment Battle: This quickly leaves viewers with the feeling your business isn’t professionally managed. Do your research, find out who the customer is and communicate with them in a respectful manner.
- Remove a Negative Review by Turning Them into a Loyal Customer: If it was truly a misunderstanding and you go out of your way to remedy the situation, you can turn a malcontent into a raving fan. Most people who are upset appreciate the fact that care is demonstrated and will tell others how expertly the issue was handled.
- Do Not Ignore Bad Reviews or Angry Customers: Address negative reviews and customer complaints head on. Do not think an angry customer will just go away! In this digital age it only takes a few seconds for someone to post a criticism about a bad experience with your company.
- Act Swiftly to Contact the Person: If you promise to make things right, do it and do it right away. If the customer has to pursue you for follow-through on the promise made, he will lose trust and probably not remove the negative review. In fact, it may motivate him to post even more negative reviews expressing to prospective customers exactly how you failed to attend to the situation.
- Ask the Reviewer if They are Willing to Remove the Negative Review: If they are happy and you have cleared up the misunderstanding, ask them if they could update or remove the negative review. Most people will. If they refuse, then leave a comment under their review advising the digital world you took action and what you did to resolve the situation. Use a positive tone in this response expressing that you are pleased your company was able to correct the situation. Once you have addressed the negative it is time to focus on the positive.
Turn back to The CRUSH Agency Blog in the coming weeks for tips on leveraging positive reviews. Reputation management is a complex system of brand management, positive content creation, and PR across sales and marketing channels.
For additional information on how we can help manage your reputation and improve your brand image, contact media@theCRUSHagency.com.
Very good article with that 8 points. Thank you for the tips.