How Should You Handle Customer Complaints (or Praises) on Social? [Infographic]

As more consumers and companies interact online, it's important for brands to know what to expect and how to respond.

As more customers go to social networks with their complaints, it’s important for businesses to be aware of the challenges that come with social customer service. An infographic from Ohio University highlights the most common scenarios encountered by businesses online.

The first, and most urgent situation for a business, is a customer posting a negative review. Nearly 9 out of 10 users read reviews to assess local businesses, and 70 percent of customers say a company’s response to a review can change their view of a company.

Another challenge is customers complaining about products or services. 35 percent of people used a social network to complain this way in 2013, and the majority of complaints on Twitter go unanswered. The best advice for dealing with these complaints is to respond publicly, to let the community know you’re engaged with customers.

The third interaction is praise, to which companies should still respond. According to a survey conducted on Tripadvisor, the hotels with the highest rating had the most engaged managers. Positive comments are less urgent than negative comments, but responding personally to feedback is always a good idea.

Questions are also a huge part of interactions between brands and customers on social networks. 4 out of 10 customers will feel more negatively towards a business if their questions aren’t answered within an hour.

For detailed advice on how to deal with all of these interactions, view the infographic below.

Jan 4_types of social
Ohio University Online MBA

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