Social networks are our first means of contact with the provider of a service or a product, they are an easy means, within reach of our hands, free and above all immediate, for this reason, complaints are the second application that Mexicans we give them only after showing off where we are according to the content analysis company, Séntisis.
When exposing a complaint in the networks, a solution is not necessarily sought, but rather an outlet, in addition to publicly exposing the reasons for the anger to affect those responsible as if it were revenge.
Even when the exposure offers the complainant some satisfaction, they will not obtain compensation for damages or losses or a solution to their disagreement because their complaint does not receive official treatment according to the Federal Consumer Attorney’s Office, a dependency that is regularly mentioned in complaints.
Although results are not obtained personally, at least not those that should be obtained, complaints in the networks are capable of collectively affecting the reputation of an establishment regardless of its business or its size.
I will never forget a viral video in which a rat is observed falling on some diners, they surely fled the place and of course the restaurant did not receive any type of compensation, but by uploading the video the establishment received the worst publicity and surely closed its doors or had to make radical changes.
That is to say, if the purpose of the complaint is to affect the establishment, it is very likely that a complaint on networks can be effective, especially if the clamor includes evidence (real of course) and is supported by other users.
The scope of these complaints can be very broad, in Mexico about 81 million people use social networks, of this enormous universe, Echo Managed Services estimates that 18 percent go to this channel to expose their complaints to brands, in counterpart, 88% of consumers would not consider buying from companies that have unanswered social media complaints.
Given this scenario, the proper treatment of complaints is key to maintaining customers and the company’s reputation. Among the main mistakes made by companies is not following up on complaints, transferring customers over and over again to different areas without a satisfactory answer, lack of knowledge of the problem and breach of promises.
To avoid nonsense, Social Media Today proposes that firms consider solutions for the following problems: in the event of a defective product, it is necessary to investigate the fault with the manufacturer, offer a replacement item, repair the product if it is under warranty, and train staff to explain the warranty conditions at the time of sale and repair.
If the complaint is about poor customer service, it is necessary to investigate problem areas, train staff in customer service skills, and rotate staff so they can increase their knowledge of other areas.
One of the most common and the one that causes great headaches for both parties is that the staff is rude. To avoid this, training staff in customer service skills is essential, as well as developing and using disciplinary procedures, reviewing recruiting and selection, making sure staff are aware of products and services, and fostering teamwork.
The key is in the preventive investment for training, hiring personnel that offers follow-up on complaints and replacement of products, although it seems very expensive, believe me, it could be much worse to have to close the business due to a viral complaint, and good service is always appreciated. and call more customers.
Companies have matured and currently the largest have protocols for dealing with non-conformities, however, there is still much to learn. It is important to be clear that, although dissatisfaction can occur for many reasons, it is essential to respond and, if possible, resolve them in some way.
Although they are not all cases, there are companies that have known how to act and even take advantage of these situations. I remember when a well-known food producer brand mislabeled one of its products, received -as expected- hundreds of complaints, to remedy it, they turned their blunder around with an infographic in which they offered information, covered up their mistake, literally because they placed it on top and even obtained investment from other brands that contracted advertising. This is an example of many others who have known how to adapt and take advantage of even the worst moments.