Don’t Ignore Bad Online Views, Study Says

September 20, 2012

If someone posts a negative review about you or your services on social media or review sites, social media experts say ignoring the comment is one of the worst things you can do. 

However, four out of five consumer complaints about their poor customer experience get ignored by companies, according to the RightNow Customer Experience Report. 

Some companies may believe that acknowledging the negative comment provides no benefit and just gives the complainer more reason to keep complaining. But by responding to the comment, you could save the relationship and actually change their attitude, the RightNow research shows.

Nearly half of customers who received a response from the company say they were pleased with the reply. In fact, 22 percent said that the response from the company motivates them to then turn around and post a positive comment about the company, according to the survey. But you need to respond quickly, the survey showed. Fifty percent of consumers say they give a brand one week to respond before they’ll decide to stop doing the business with them. 

Even when a problem is considered no longer fixable, a simple apology can turn a negative attitude into a positive one, writes Roger Dooley, author of “Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing” (Wiley, 2011) for Forbes. (Learn more about how to respond to negative criticism online.)

Source: “Why Ignoring Social Media Complaints Is a Huge Mistake,” Forbes (Sept. 18, 2012)

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