Why companies should respond to negative customers’ complaints offline

Responding to customer complaints on Facebook is probably the hardest task any customer support team can have. This is because the complaint made by the customer is always open. If the complaint is so negative and the response not appropriate, other users will see it and judge a company’s customer support team harshly. When a customer complains about a delayed Course Hero refund, how a brand responds to such a complaint will determine how other customers perceive of the brand’s refund policy. If the complaint is not addressed at all, customers who have had such issues before will lose trust in the brand and look for services elsewhere.

It is important that when responding to certain negative customer complaints on Facebook, brands should consider taking the conversations offline. For example, if a customer posts “Hi, I requested a refund for 11 months… – Pvabhat Deshravu | Facebook “ this can make other customers think that the brand does not handle refunds immediately. While a quick response can be offered to assure a customer that their problem is being looked into, taking the conversation offline will be an ideal way of responding to the customer. All communications on Facebook are in the public domain.
When a company is dealing with a negative comment on Facebook, therefore, this will prompt other customers to join in making it difficult for the support team to respond to one complaint from hundreds of customers. If a customer made a Facebook request for refund from Course Hero and a company knows that this was not implemented, the best solution would be to talk to the customer one on one. The advantage with such a move is that it prevents the issue from escalating further and helps calm down the customer. This will also let the customer know that the company is working with him/her to look for a solution to the problem.

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