In business, you are what you are perceived to be. Your customers not only have their own opinions of your business, but they can also influence other potential customers. How you actually run your business is certainly important. Just as important, however, is how customers that have never stepped foot in your business perceive you.
Before they ever step foot into your business, many consumers will research it online. Every single website that contains feedback from other consumers about your business will help shape their perception. Every review they read; Every comment on your Facebook page; What people are saying about you on Twitter; All of these will contribute to form a business profile for these new customers.
Most businesses nowadays understand the importance of monitoring comments and reviews for problems. Some will outsource this monitoring. Some will do it themselves. Regardless of who does it, if it’s not done properly, you can do more damage than if you had done nothing.
Most of these upset customers can be diffused if the situation is handled properly. And a proper and appropriate handling will also show potential customers that you care and are paying attention.
Sara Callahan, CarterWest PR provides a few simple guidelines that you should take to effectively communicate with, and diffuse, angry customers online.