ENGAGING

WITH

A**HOLESRyan Daly, Content Manager at ConsumerAffairs | @okwordsandpics

What is your brand’s

reputation online?

25%Of your company’s value based is reputation.

Let’s back up a little...

Who is this guy, anyway?

A consumer news and advocacy website with 8 million monthly visitors.

People LOVE to complain.

42% would share positive experience

vs.

75% who would share a negative experience

Happy customers tell 2-3 people.

Unhappy customers tell 8-10.

Online, that’s more like 800-1,000.

86%Of unsatisfied customers leave without saying a word.

How do brands react to criticism online?

Some brands (allegedly) create fake accounts

or write fake reviews to counter the bad ones.

Some brands overreact and unleash an F-5

tweetnado.

My favorite example of this, ever,

might be Kanye West’s beef with producer Bob Ezrin

Mostly, they ignore it.

Negative sentiment piles up

And that can cost you

78%Of customers research brands online before making a purchase.

80%Won’t buy from a brand with unresolved complaints.

And you risk creating brand assassins

Brand assassins ≠ unhappy customers

23%Of people who complain online are motivated by vengeance.

What a bunch of a**holes, right?

When people love

your brand, it

becomes part of

their identity.

When you fail

them, they feel

betrayed,

embarrassed

and abandoned.

OK, so how SHOULD brands deal with

customers who complain online?

AuditDo a quick audit of your online reputation.

Identify the channels where your

customers are leaving feedback about

your brand.

RespondThree keys to responding successfully.

1.Do it quickly.

71%Post a complaint online as a result of failed customer service channels.

And, make it easy on your customers!56% had to re-explain

the issue

57% had to switch

platforms

62% report having to

repeatedly contact

the company to

resolve an issue

2. Apologize, publically.

We’re sorry you’re having a

problem, someone will be in

touch shortly with a

solution.

3. Follow up privately.

When you work hard for your customers,

especially the ones who are upset,

something awesome happens.

Become brand ambassadors after a positive resolution to their problem.

35%

It creates a record of your

commitment to your

customers where consumers

are researching your brand.

Here’s the payoff:

Remember the 86% of consumers who

left a brand after a bad experience?

They’re looking for someone new, and to

them, you’re all like:

Hey girl.

You have questions.

I have clever deflections.

ENGAGING

WITH

A**HOLESRyan Daly, Content Manager at ConsumerAffairs | @okwordsandpics