12 real-life examples of how to not have to work with clients comments

Now about reputation management does not think just lazy. Modern companies are trying to be in touch with clients 24/7, and the Internet for this purpose - the perfect place. Working with feedback on the web at first glance seems simple. Agree to respond to the negative, slipped on the "Otzovike" is much easier than trying to keep the scatter audience that this film scared.

But despite this reputation many brands today suffers greatly. The company seems to be doing everything to improve the situation: regular monitoring of social networks, opinion polls, focus groups - but the results are often barely noticeable. What's the deal?

Firstly, the fact that the work with the reputation should be a continuous process, and the effect of it accumulating. Keep abreast of the constantly necessary, and visible results can be expected no sooner than a few months.

Secondly, it is important to understand that reputation management - is not only to respond to customers: "Thank you, your feedback is extremely important to us!" And fill the area stamped reviews.

Once and for all to understand how the brand should behave on the internet to share with you the basic "no" and "yes" in the ORM (Online Reputation Management).

How not to do

1. write stereotyped

Remember that when working with online reviews you are dealing not only with text, but first and foremost with the people. And they are waiting for the human to be treated. Surely irritate you autoresponders on hot lines? The answer is written in the same script, it causes the same effect. But individual approach to each is highly valued, and much more likely to support the loyalty of the audience.

2. Become personal

This point is closely related to the previous and warned against extremes. Communicate in a human does not mean to insult in response, wrote: "And the something ..." that, in truth, is often found in personal communication. Even if you really want to put disgruntled and rude customer all that you think about it, remember that you are primarily representative of the company, and the company simply does not have the right to offend consumers.

3. Delay the response

Constructive feedback should be given on the day of writing reviews. D. Baer found that today only 32%GET FEEDBACK. As negative feedback will make your product a market leader consumers are happy with the speed of reaction of the brand on the web. Most would like to receive feedback within an hour, but in 63% of cases it is only waiting for a day!

Keep waiting his client can not. And it comes as a reaction to a negative comment, and thanks for the positive assessment. Show that your company always remains in touch.

4. remove reviews

According toCan bad reviews to increase conversion? Company Revoo, 68% of consumers are more inclined to trust the opinions of the site, if a healthy balance between good and bad reviews noticeable.

If the company is really to blame, the truth will emerge sooner or later, but the opinion of you will be spoiled.

It is better to show how you come out of a difficult situation. For example, invite the client to tour your facility, and then publish a photo report on the visit by his comment.

5. Redirect the person to another resource

If your brand is present on any site that allows to communicate with customers, use it to the fullest. Very strange look the message "VKontakte" in the spirit of: "Write to us at the e-mail / fax / in WhatsApp". Just want to ask, "And here is the page that brought you to?" In addition, remember that the client had reason to write it here: convenience, time, technical capabilities. Why then print it out of your comfort zone?

In the above example, a girl has lost his card. After a personal appeal Bank has promised to release a new three weeks. Deadline was not met, the payment is written off for the service. Outrage resulted in the social network.

There are several errors:

1. Transfer to another platform on which the client clearly has failed to achieve a rapid response.
2. In pursuit of the query processing speed of the company lost sight of the speed of the decision of the problem.

6. Overdo the praise

Ideal companies, as well as people who do not. A large number of excellent reviews looks suspicious, especially if other companies in this area of ​​less than a few times.

Competently assess the resources which placed your company's profile and its potential audience. Do not go to extremes.

How to do it right

1. Check your messages on literacy

It sounds obvious, but the web is very frequent official comments from the brand with misspellings, missing letters and incorrect punctuation marks. And it is not only that it repels illiterate people, but also in the fact that sometimes a comma changes the meaning of the whole sentence!

2. Use agents of influence

Someone might say that guerrilla marketing - the lot of those who have no real positive reviews. This is not true. Many companies with thousands of loyal customers, have resorted to word of mouth.

The story about the advantages of new products, messages about the benefits of short-term actions, change notification mode or working conditions - all this information requires the immediate and widest possible dissemination. The more references to it is in the network, the greater part of your target audience will be aware. A data coming from ordinary people, always more trusted than direct advertising.

3. Communicate with the audience in her language

Even if you produce electromagnetic water purifiers, do not put pressure on the client "strata stream" and "ionic composition" - leave it for advertising slogans. Most likely, the person knows only what hard water - it is bad, and that the magnetic cleaner is powered by a magnet. Imagine that you are dealing with a friend. Explain to him the benefits of your product intelligible words.

4. write honestly

This is a prerequisite of respectful treatment and a guarantee that you never will not get into a mess.

How can respond to the claim? In any case not going to answer. Admit your mistake and focus on the positive aspects of your real brand. Constructive response will only benefit.

5. Process and positive feedback too

Some answers are limited only negative, not considering it necessary to give thanks for the positive comments. But, ignoring the cheers assessment, we can hurt the client. Judge for yourself: your company has helped the man, and now he wants to please you and wrote a flattering review. How polite organization, you just have to thank him! Otherwise other people will be gone any desire to praise you, and haters come out on the first search string.

6. Use feedback to improve business

Sometimes even the leaders do not understand why all of a sudden things started to go bad. Perhaps the reasons for customer dissatisfaction can be easily fixed? At such moments, it is good to look online and read what they write about you. And here again it turns out that late couriers, account managers rude and, in general, you have a new competitor. That is what gives impetus to ensure that the operational start modifying business processes.

We hope that these rules will help you to correctly build a job with the reviews on the Internet. Remember to return the trust of the audience is very difficult, do not waste it!

see also

• 7 reasons to talk publicly about their business →
• How to determine that the client is ready to recommend you to others, and to measure the rate →
• 10 tips for those who want to get away from corporations and start a business →