During a recent conversation, a hotel manager revealed her disappointment with one of her staff to me. As part of her job description, this particular employee had the difficult task of responding to online reviews about their hotel. Unfortunately, replying to online praise and criticisms was a responsibility that had been left undone for several months. The hotel manager recognized the damage that her employee's procrastination had caused to the reputation of the hotel. It was too late to go back and respond now. The damage was done and the employee would be severely reprimanded.
Not uncommon to human nature, the most difficult tasks often get pushed to the bottom of the to-do list. With the passage of time, responding to online public feedback becomes not only redundant but also disrespectful as in, "We couldn't be bothered to make the time to provide you with a genuine and timely response so here it is 4 months late." That's not going to cut it.
So what is the correct time allowance for businesses to respond to customer feedback online? While certain companies, like West Jet or Walmart, have unprecedented average first response times on social media platforms, most businesses are unable to react as quickly. Even though most customers expect to receive response within 24 hours when posting on social media, there is a bit of leniency given to small businesses who are obviously working with less human resource capacity. One study undertaken by KISSmetrics indicates that 50 percent of customers expect a response to online feedback within one week before they stop doing business with them. The study also highlights that people are twice as likely to provide feedback regarding negative customer service than positive customer service. This is important for any business to keep in mind because many people incorrectly believe that avoiding responding to negative feedback is the best course of action. In reality, it is quite the opposite. Responding appropriately to negative customer feedback often works to restore a customer's faith in a business. It can also demonstrate to potential customers that there is a human being behind the business voice; a human who cares enough to acknowledge public opinion and to try to improve business processes.
When it comes to responding to positive customer feedback, it is best to provide a warm yet brief thanks to the customer. It isn't necessary to offer anything more, such as coupons or gifts, because remember, the customer already likes you and a gift may appear disingenuous. It is best not to ask the customer to spread the word to their friends and family. A simple genuine acknowledgement and thanks is all that is necessary.
A little more difficult is responding to negative feedback. Similar rules apply: thank them for the feedback, keep your response brief, keep it human, show you care, and inform the customer of any actual changes that will result from their feedback. It's easy to become defensive, particularly when you care deeply about your customer service. If you feel emotional about the negative feedback it is always best to allow yourself time to reflect and cool down before responding. In most cases, the feedback isn't personal, even if it feels like it is. This is your chance to create a human relationship with the customer and demonstrate the level of care you have in your business.
Above all else, never engage in a debate over any customer feedback. There is no right or wrong in this case, there is only acknowledgement and the opportunity to thank the customer for taking the time to provide their feedback. Ultimately, most customers simply want to know that their criticism may affect positive change. If you can deliver that message in a timely method, you're well on your way.
Until next week, stay in the black and keep coming back.
