Every company dreams of having “brand influencers,” or super-customers who continuously rave about their favorite products and services to followers over social media. But this does not always happen. On the other end of the spectrum are “brand detractors” or customers that will actively speak out when they are unhappy with a company.
How your team manages these “brand detractors” will go a long way in determining its public perception. Dealing with a single unhappy customer, in other words, is a bit like managing a small fire. If left unchecked, or mishandled, a customer’s anger could quickly spread to others and cause a considerable amount of damage to the brand’s online reputation.
This is especially problematic in the financial services industry, where more than 1 in 5 Americans claim they will leave their bank if they are unhappy with the customer service they receive. And 78 percent will take a form of action by switching banks, filing a complaint or sharing their bad experiences with their contacts or audiences.
Of course, not all problems can be easily silenced. But most problems can be eased or solved by getting on the phone and having a conversation with an agent. The contact center can be like a buffer that can be used to communicate with customers before they reach for social media.
A well-managed contact center can prevent customer complaints from spreading by:
Serving as an outlet to vent: What do you do when you get really mad or frustrated about something? Chances are likely you will find someone — anyone — and tell them about your issue. Talking through a situation can help you think through the issue and get another opinion.
Oftentimes, you can come to a conclusion that you had not previously thought of. The trick is to offer customers many different communications channels like a telephone line, email, live chat and social support. The more options you give them, and the easier you make it to communicate, the more likely customers will be to reach out and attempt to solve their issues in the contact center as opposed to their social followers.
Providing an opportunity for retention: When customers get very angry, they often attempt to cancel their services. This is where it pays to have a dedicated contact center. A customer service agent could attempt to keep a customer by offering incentives or rewards. It’s sometimes possible to prevent customers from leaving if you make them feel special and appreciated.
Showing what consumers want: A contact center can be an amazing resource for learning about consumer behavior. After all, if one customer is experiencing an issue chances are that it’s impacting many others, too. In a well-managed contact center, all complaints are processed, reviewed and addressed so that the company can continuously improve.