What to do when an enraged consumer decides to detonate your virtual store on a Facebook fanpage, in an email or on a site like Reclama Aqui, for example? Take a deep breath and read these tips:
1. Be agile :
The internet is a world in which a 10-second wait can become an eternity for a user, especially when he is outraged by a defect in a product he has purchased or a late delivery, for example.
The longer you take to respond to your customers, the more they are outraged by your brand, and this act of swearing can turn into negative word of mouth if you're not quick.
Therefore, respond to your customers quickly. That way, even if you don't have a solution right now, you'll make it clear to them that someone is in charge and that they're looking for resolutions.
2. Learn to listen :
Obviously it is not possible to listen to the consumer who types an angry text on your fanpage. But you can hear him in the sense of perceiving, considering, observing, clearly understanding the message he is conveying.
Note the details of what he wrote. Ask questions to better clarify the matter. Do not take any action without first knowing exactly what your customer's pains are in relation to the services and/or products of your virtual store.
3. Apologize :
Instead of saying that the cargo was stolen, that the ship carrying the goods sank, that a meteor fell in the Distribution Center or other justification, just apologize for the mistake.
In other words, the consumer is talking about his pains and it doesn't matter that you start talking about yours, ok? If you do that, the lamentations will never end, as every day is a problem day in an online store.
Also, by apologizing, you will automatically be going into “empathy” mode, that is, understanding your customer's pain and he will be very happy to know that you heard him and understand him.
4. Solve the problem :
Resolve the issue immediately. If this is not possible, give the customer a time frame for resolution. That way you will break some of his anxiety and make him more relaxed.
You can create a protocol system, which generates a document with customer and problem data that can be sent by email or to a physical address. A document increases the credibility of the service.
The most important thing is to offer a suitable solution within the stipulated time, a time that should be as soon as possible. If you're careful, this customer is likely to come back to your store.
5. Thank them for the information.
Not least, be grateful for the information that the consumer has just brought you. Unintentionally, he provided a free consultation that could help improve your online store.
Sometimes, consultants paid to detect problems in your online store are not as frank as a dissatisfied customer, so instead of feeling angry, hug and thank them for the free advice these consumers provide you.
Respond to consumer inquiries in the exact same place where they commented, whether in a Facebook post, Messenger or via email. If the post is public, other consumers will know that you are providing a solution and that you are acting honestly. However, never ask users for personal information in public posts.
Finally, follow up on the case and ensure the customer is completely satisfied. If necessary, send them a small token of appreciation (an apology letter, a discount coupon, a gift certificate, etc.) to appease them. Read more about this topic in the article “ 4 steps to handle e-consumer complaints ”.
