Angry customers, also known as detractors, have the power to turn customers away from your business. Working as negative social proof, an angry customer or a bad review can potentially sabotage your sales.
Bad customer service is a huge cause for customers to leave your business for another brand. Meanwhile, providing stellar customer service and turning those angry customers into enthusiastic brand advocates does the opposite:
Turns your business into a gold-mine.
So, how do you do?
Here’s how to turn potential detractors into advocates who will promote your business and become loyal purchasers.
Improve Your Support Options
The average consumer has over seven social media accounts and consumes content on multiple platforms every single day.
Customers interacting with your brand could be anywhere at any time.
Whether it’s Facebook, Twitter, YouTube, or you just started a site with a website builder, or any media platform in between.
And customers deserve equally as impactful support options on all of the above.
If you can’t provide support options on every platform, you shouldn’t be on those platforms.
Bad service is enough to cause customers to jump ship, leave damaging reviews, and detract from your brand name.
But managing these platforms is brutal, especially if you don’t have millions of dollars to sink into customer service hiring.
So, what can you do?
First, start by implementing a customer support software. Customer support software are meant to manage the customer issue from start to finish, even collecting valuable data along the way to help you solve matters faster. Information like visitor path can tell you where a customer has been and what their problem was before they need to inform you.
Condensing your support into a single platform / program is far easier to manage then juggling potentially a dozen individual platforms at once.
The odds of you providing good enough support without one are slim to none.
Another fantastic way to improve your support options is by using proactive support in addition to reactive support.
Proactive support, like a knowledge base, will help you solve customer problems before they arise and become tickets.
Almost every question in the book can be answered on their knowledge base, preventing a majority of tickets from hitting customer service reps in the first place, and preventing angry customers.
Second, look at your home page design. You may find that it’s difficult for users to contact you, so make sure to include multiple calls to action (CTAs) to make the process easier for your customers.
If you really want to turn angry customers into brand advocates, be sure they can reach you anytime on any platform. And be sure you are monitoring them all with equal support.
Respond and Resolve Negative Comments Fast
Recently, Drift tested customer support and sales teams to find how fast they respond to customer inquiries and complaints.
The data was shocking, finding that 90% didn’t respond within the first five minutes.
To make matters worse, 58% didn’t respond at all!
Yikes. Not responding to customers is a surefire way to turn them from angry to detractors.
Usually, complaints can be resolved in a matter of minutes, too, giving your brand the potential to turn a bad situation into a shining example of your customer service.
Not only does responding faster help to resolve negative comments and patch any negative brand reputation, but customers are willing to spend more with you the faster you respond.
When responding and resolving negative comments, time is of the essence. The faster you respond and resolve the complaint, the better-perceived experience the user gets.
Subsequently, they are now willing to do more business with you!
So, what are some good ways to resolve comments fast?
- If the issue is minor in cost or inconvenience, resolve it no questions asked. This improves trustworthiness, which can improve factors like SEO, sales, and more.
- If the issue is large and potentially costs large amounts of profit, it’s best to open a ticket and dig deeper with the user on what issue they are facing
- Always seek to resolve the issue on an upbeat note. It’s far cheaper to keep existing customers than acquire new ones!
- Use sales software to automate proposals, quotes, contracts, and esignature collections to speed up your sales process with customers
- Console angry customers with personalized solutions, discounts, or compensation based on their issue
Personalize The Content They Recieve
Content is king, and it’s a perfect way to turn regular customers into brand advocates.
But not just any content will do in 2019 and beyond. With four million pieces of content being published on a daily basis, personalization is more important than it’s ever been. People are reading less, resulting in most content not even being seen.
Customers need content that hits the following two marks:
- Personalized to their needs, goals, and business
- Provides value that they otherwise couldn’t have gotten without your content
Some ideas you can try are:
- Audio / podcasts
- Infographics / visuals
- Video content
Otherwise, your content will fall flat on its face.
A great example of personalized content for customers is from Contact Out.
After 30 days of not using their software, I got a personalized email that was short, to the point, and showed care and attention.
Instead of spamming images and call to action links or coupons, they genuinely wanted me to contact them with any troubles.
Good and personalized content doesn’t always have to be coupons to turn customers into advocates.
Another stellar example is from Barnes and Nobles, who sent a targeted ad campaign at new mothers.
Complete with well-edited visuals and good copywriting, it’s likely these customers will be back for more and spreading the news to their friends and family.
Detractors and angry customers have the potential to ruin future business and even impact your brand perception.
Solving problems quickly and efficiently is critical to turning customers into brand advocates.
Customer service is the name of the game, with most customers willing to switch to new brands if they aren’t getting the treatment they deserve.
Make sure that you have support options that are properly managed on all platforms your business operates on: phone, email, chat, social, website, etc.
Respond and resolve negative comments quickly. A single negative comment can act as negative social proof, driving potential buyers to your competition.
Personalize the content your customers receive and you’ll be turning them into brand advocates in no-time.