o2businesscoach

As a business coach, I have seen a dramatic change in the behavior of my clients in the last 10 years. In the past, the first thing customers would try when they had an issue was to reach out to the business itself. They would call, email and/or talk to a manager for a solution. Many customers nowadays are taking a different route. Rather than reaching out to the business, they reach out to social media, review sites, online forums and community groups, complaining about the business.

This trend might seem unfair to many business owners. Before they even know a customer has a problem, they find a negative review, critical social media post or public complaint. Initial feeling is, typically, frustration. Why didn’t the customer just contact them? Why wasn’t there a chance for the business to rectify the situation?

The key is in knowing the changes in consumer expectations and communication.

Customers now live in a digital age where public experience sharing is now second nature. People have been used to sharing their opinions online, whether it’s about a restaurant, a product or a service experience. Private things that used to take place now become public. Social media platforms are the new word of mouth, but it’s not necessarily a few friends. It can be many hundreds, thousands or millions of people.

Another factor is convenience. Many users think it’s quicker and simpler to post on the web than to make use of customer service channels. They might expect long waiting periods, robot replies, or a lack of the appropriate person to speak with. It may take a few seconds to post something on social media, but taking the extra steps to reach out to a business directly can take more work. The public road may seem more efficient to the customer’s mind.

Trust also is a big factor. Customers have had his or her concerns either ignored, de-emphasized, or poorly addressed by companies. Consequently, they feel that the public will be more likely to respond to a complaint. When they criticize a company, they know what it is like to see it on the move. People are held accountable for their comments online, and many customers feel that’s a leverage.

Businesses tend to overlook there is also a psychological element. Customers desire to be listened to. When the person is frustrated, they want to be validated. There is instant feedback from other people who may have had similar experiences posted online. Comments and reactions from these and shared experiences build a sense of community that may not be achieved through direct engagement with a company. In some cases, the customer is looking for a solution. They are asking for recognition and appreciation.

The difficulty is that the public complaints can have repercussions that extend beyond the relationship with the individual customer. Before buying, potential customers tend to read reviews, follow social media conversation and look at ratings. One complaint that is not resolved can impact the opinion of those who have never been in contact with the company. This is why it becomes more important than ever that there is a reputable management system in place.

But it’s important that businesses don’t only see online complaints as bad things. They can offer valuable insights into customer expectations and operational shortcomings in many cases. All complaints have information. It points out a difference between the customer’s expectation and the reality or how they felt the service was. When companies listen to the complaints with an open mind, instead of defending themselves, they may find the opportunity to improve and provide better services or products to the customers.

An excellent idea that I suggest is to make it simple for clients to voice their concerns directly. Feedback should be clearly communicated and easily accessible to businesses. Clients must be assured that their problems are recognized and solved in a timely fashion. When the business seems easy and fruitful, they are more likely to go directly to the business instead of going through public platforms.

The speed is also vital. With the pressures of today’s world, there’s a chance that the delay will lead to escalating frustration. People have come to expect instant communication in numerous facets of their day-to-day existence. Doing something about the issue early shows that the business is listening and taking it seriously although not all issues can be solved at once.

Transparency also matters. Customers are aware of the fact that errors are possible. What they often don’t accept is silence or avoidance or a lack of accountability. When businesses are transparent about issues and their attempts to overcome them, often a negative interaction is followed by increased trust, even from the customer.

I will remind business owners over and over again that the problems don’t occur in the online environments. The actual issue is when customers think that there is no other way to attract attention except by making a public criticism. This happens because people generally lose trust in each other, or because communication in the group is weak.

The companies that are successful in the marketplace of today understand that customers are talking, whether the company is listening or not. They don’t shy away from public feedback; they value it as an opportunity to gain, learn, attract trust from the customers and grow. They are responsive, listen attentively and are interested in relationship building rather than arguments.

The world has changed the way people communicate, share experiences and find solutions and customers are getting more comfortable about complaining online. Companies who adapt to this reality will be more likely to defend their reputation, bolster their customer base, and leverage opportunities for improvement from criticism hence improved trust. The ultimate objective isn’t to get rid of complaints or the negative reviews that are raised by the customer. The idea is to establish a space that makes customers feel secure in voicing their opinions, regardless of where they are.