converting complaining customers into brand advocates

Converting complaining customers into brand advocates

Ranjit Nair: @ranjitrnair, [email protected]

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Visit us at germin8.com

Converting customers who are …

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Into customers who are …

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Complaints are an opportunity

• An opportunity to engage with very engaged customers for both feedback and to convert them into loyal advocates

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Customer expectations from social media customer care

• Speed• 42% expect within 1 hr

[Source: Edison Research]

• 57% expect same response time at night

• 72% expect within 1 hr on Twitter for a complaint [Millward Brown]

• Transparency and Genuineness

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But the good news is…

• Complainants whose problems were resolved are more loyal than those who never experienced a problem at all• 51% of those who complain are more impressed with the brand after the brand

responded [Source: Hubspot]

• 34% are more likely to buy

• 43% are more likely to recommend

• 38% are more receptive to ads

• 42% are willing to praise on social media [Millward Brown]

• Does this resonate with you as a consumer?

• Are you doing anything about this for your brand?

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How to convert a complainant into a brand advocate

• Show you care in terms of your communication, speed and quality of resolutions• Communication

• Acknowledge with empathy• Be human

• Speed• Detect and acknowledge quickly• Resolve the issue quickly

• Resolution• Don’t make the customer jump through hoops to get a resolution• Don’t make the customer repeat themselves• Empower the responder to resolve common issues on their own

• Formal mechanism for conversion• Ask for a recommendation if the customer is delighted• Formally recruit as a brand ambassador

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Social customer care done right…

Case Summary: Customer needed a clarification on credit card application

The bank reached out to the customer asking for details and had an official get in touch with her. She replied appreciating the social media team for their help in receiving her credit card!

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Social customer care done right…

Case Summary: Customer had approached the insurance company’s customer care number but did not get any response

Insurance company’s SM team replied to the customer in less than 30 minutes and had an official get in touch with him. The customer wrote back appreciating the customer service officer who assisted him.

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Learning from customer feedback…

Case Summary: OLX has designed their new website keeping in mind feedback received on social media!

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Social customer care done wrong…

Case Summary: Snapdeal customer receives a bar of soap instead of the ordered mobile phone.

The post went viral on Facebook and Twitter when Snapdeal did not respond appropriately to the customer.

Hindustan Unilever took advantage of the ongoing frenzy and sent the customer a ‘VIM’ hamper along with a Samsung Mobile Phone as a goodwill gesture.

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Social customer care done wrong…

Case Summary: A video recording of Air India staff in conversation with passengers who were late and missed their flight. The video showcasing the staff as rude and unhelpful went viral and was even aired on news channels.

Air India tweeted their concern about the viral video, however, the tweet came out too late and was not caring!

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It’s freakin’ obvious, right?

So why are so few brands doing it right?

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Challenges

• Complaints can be any where

• Huge volume of complaints

• Not easy to connect complaint to actual customer

• Not empowered to fix

• Not knowledgeable about the product or service

• No well defined workflow or process

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What to look for in when selecting a tool

• Coverage

• Speed

• Ease of use

• Prioritisation based on influence, severity, urgency

• Workflow for assignment, escalation, approval and posting

• Ticketing system

• CRM integration

• Product insights

• Response analytics

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Germin8 Social Customer Care: Workflow for response

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Germin8 Social Customer Care: Product and Service insights

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Germin8 Social Customer Care: Response analytics

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Conclusions

• Complaining customers are an opportunity to convert someone who already cares for your product into a brand advocate• And an opportunity to learn and improve based on customer feedback

• Customers expect genuine and speedy resolution

• Choose the right tools to give you a combination:• Speed and coverage

• Process and Workflow

• Insights

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Get in touch:

[email protected], @ranjitrnair

[email protected], @germin8

Thank you!

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converting complaining customers into brand advocates

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