As marketers, we focus on creating a positive customer/member experience, but unfortunately sometimes people still get upset over a fee, service issue, etc. And when customers/members are unhappy, they are 5-20 times more likely to share a bad experience than they are to spread good news.
And with the increasing popularity of social media, sharing a negative experience is easier than ever.
Take this customer for example…
A Philadelphia Bank of America customer was upset over a series of charges. The customer lived across from the BoA branch and hung a larger banner on his building reading, “I Hate Bank of America.” His story caught the attention of local newspapers and also the local NBC station. After 7 months of having the banners displayed, the disgruntled customer took it to the Internet. He started a blog and myspace page strictly dedicated to “how much he hates Bank of America.” It has been almost 2 years since the inquiry and he is STILL posting blogs and encouraging other customers share their negative experiences.
So what can we learn from this…
Simply not responding to a complaint can generate significant negative word of mouth. Having a process in place that allows customers/members an opportunity to voice their comments and that ensures all comments receive a response will means higher satisfaction levels and less backlash. It’s all about listening to what people have to say and fostering two-way dialogue for solving problems, answering questions, recognizing suggestions and thanking compliments.
Do you have a process in place for reviewing and responding to customer/member comments in a timely manner? Clearly, your front line staff should feel empowered to fix any issues that might arise, but you can also utilize a blog or facebook page open to comments, devote a section of your website to allow customers/members to submit comments, or create a satisfaction survey.
And when you receive a comment, do something about it... listening is important, but action makes the difference!
Best,
Jamie
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