Best Defense against Bad Word of Mouth? A Great Offense

Uber customer service snafus like Jet Blue aside, a business is bound to catch a customer on a bad day – or vice versa. This can spawn a fiery blog post which, in plain view of Google, can morph into an issue with “negative fiscal ramifications” for the business in question.

Some companies ignore bloggers and regret it. Other companies seem to overreact to their demands, er, requests. Some rants about a company/product/service read more like ransom notes or soap opera scripts. Perhaps I’m reading too much into them.

However, something clicked when I read Oliver Blanchard’s amazing experience with Sticky Fingers (mmm, ribs).

Instead of "making it right," smart companies responding to customer complaints are making it even better and exceeding customer expectations.

Paraphrasing Blanchard’s post at The Brand Builder Blog, reversing the cycle of negative word of mouth (online or offline) requires a few key elements.

1. Never blow off the complaint.
2. Do not make excuses.
3. Offer to address the issue – immediately.
4. Do not make a token gesture. Overdeliver.
6. Aim to earn back the customers trust, and their business.
7. Make the customer a hero. Over-delivering to them gives them the opportunity to spread the wealth and turn more people into excited, happy customers.

It may read unrealistic and it's certainly not universally applicable. But you’ve already identified the customer as vocal. Why not use it to your advantage and give them something great to talk about?

Smart companies like Sticky Fingers aren't overreacting or being excessive. They're turning negative word of mouth into a strategic opportunity. Oversimply put, think bonus instead of band-aid when handling customer complaints.

Amber: Waffle House Waitress uploaded by shundaroni (mmm, waffles)

tags | customer service | Sticky Fingers | Waffle House | word of mouth

Comments

[GirlPaint]

Thank you for this post. I work in the hospitality industry and am quick to solving guest issues, whether they're 'real' or not (if the guest thinks they're real, then they're real!); however, more often than not, most companies are severely lacking at handling complaints. Recently, my husband, who is a professional animator, purchased some software. At the time, they were advertising another package complimentarily bundled with their original software, so of course he was thrilled to get be getting this extra. Unfortunately, when he made his purchase, the add-on package was not included when he 'checked out.' He reached out the company and they basically told him in no uncertain terms that the offer had expired two days prior and then hung up on him. I was flabbergasted that anyone, in particular my genius (and very sweet, honest) spouse, was treated with such disrespect and that the complaint handled so poorly. He eventually spoke to a 'supervisor' at the company who as equally rude and dismissive. Management clearly sets the tone, whether negative or positive, and those who work under him/her will follow suit. It's important to get it right and make it right...and more, as your post suggests.

[Mike Keliher]

This is a good topic, and I agree completely. The folks over at the Evolving Contact Center podcast (a client of mine) covered this same issue in talking with the "director of customer experience" for Bath & Body Works. It's a great interview.

http://www.interactivesoftworks.com/evolving/#200704230006_ECCEpisode6

[Kevin Dugan]

GirlPaint - A small issue with a big response makes a difference. Your husband shows us their big response will simply have the opposite affect.

Mike - Thanks for the link.

[olivier blanchard]

Excellent post. Thanks for the props. :)

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