by Winnie Hsiu
January 19, 2012 10:18 AM
Social media is the hot topic of the day. Companies are dashing around trying to find ways to incorporate it into marketing plans. However, companies seem to ignore social media when an irate customer uses it to berate them.
A customer angry at a Wal-Mart store manager for closing twenty minutes early on Christmas Eve posted a nasty video on YouTube. Irate Blackberry customers blitzed Twitter with their criticism of Blackberry when service went down for four days in October. When Netflix raised rates by 60 percent and the CEO posted a belated apology on the blog, unhappy customer after unhappy customer (to the tune of almost 28,000) posted critical comments to the blog post.
Conversocial, a London-based software company specializing in social networking, conducted a study in September 2011. They found that many retailers ignored customers' complaints posted on social media sites. Businesses seemed to view the complaints as a nuisance and didn't take them serious. Which is bad. Complaints on social media can go viral causing lots of customers to refuse to do business with the company.
What can the self storage industry learn from this?
First, take a long, hard look at the customer service you provide. Do you give your customers a Ritz-Carlton experience or a Motel 6 one? Are there things that you can do to improve your customer service? Make sure that you provide training for all of your employees and then hold them to the highest standard of service possible.
Second, have a pre-established game plan on how to immediately handle customer complaints. Make sure that every single employee understands that they have the authority for resolving issues and don't have to wait to contact you (the owner) for permission to make things right. Make sure your employees understand the importance of quickly resolving problems so the problems don't drag on and on. (Netflix CEO took two months before he apologized.)
Third, consider hiring someone (either part- or full-time) to handle your company's social media. Or, train employees how to use social media. Then, have them appropriately respond to any complaints that customers might post. When they do, you'll have happy customers like the one from Sears.
In March 2011, a loyal Sears' customer (who annually spent $5,000 on tools) was denied a replacement when a tool broke one day after the warrantee expired. He severely criticized Sears on its Facebook page, ripped up his Sears credit card and vowed never to shop at Sears again. A Sears' customer service representative saw the post, shipped him a new tool and gave him a gift card. Pleased, the customer renewed his Sears charge card.
Social media is getting bigger and bigger every year. Businesses can't afford to ignore what is being said about their company on these sites. Keeping track of comments in social media could become one of the most important marketing responsibilities for your company.
Sources Used:
"Caught on Vid: Shoppers Launch Tirade at Wal-Mart Manager who 'Closes' Early on Christmas Eve." The Blaze; 27 December 2011.
"How Blackberry Should Have Handled its Social Media Crisis." HelpMySeo.com; 15 October 2011.
"3 Key Elements in Issuing a Company Apology." Torben Rick Writes; 17 December 2011.
"Facebook complaints: Companies are asleep at the wheel."CNN Money; November 2011.