How to Deal with Social Media Complainers

Exact Target. FIVE TYPES. SOCIAL MEDIA COMPLAINERS OF AND HOW TO DEAL WITH THEM The customer complaint lifecycle differs by distinct complainer persona types, and social media plays a unique and critical part in protecting brand equity and customer loyalty. According to a recent article by the University of Florida, there are five types of complainers. To fully understand how social comes into play, it's important to humanize each interaction and think about the individual types of complainers so that you can respond accordingly via social. THE MEEK CUSTOMER The Meek Customer generally will not complain. However, they will post or comment on Facebook or Twitter when they have really been pushed to the edge. The Meek Customer will often have little to no history of complaining and is often just looking to be reassured that their voice is heard. HOW COMMON: HOW DIFFICULT TO FIX: HOW IRRATIONAL: SOLUTION: simple and public "I am sorry" on the social channel used for their comment will usually rectify the situation and tum the Meek Customer into a passive brand advocate. THE AGGRESSIVE CUSTOMER The Aggressive Customer readily complains, often loudly and at length. However, if you solve the problem for this customer in a quick and efficient manner, you are likely to have a very vocal and prolific brand advocate through all social channels. The Aggressive Customer does not respond well to excuses or aggression. HOW COMMON: HOW DIFFICULT TO FIX: HOW IRRATIONAL: SOLUTION: Always take this consumer offline through direct messaging or email. Listen completely and ask: "What else?" Agree that a problem exists, and indicate what will be done to resolve it. THE HIGH-ROLLER CUSTOMER The High-Roller Customer expects the absolute best and is willing to pay for it. They are likely to complain in a reasonable manner, unless they are a hybrid of the aggressive customer. They are interested in results and what you are going to do to recover from the customer service breakdown. HOW COMMON: HOW DIFFICULT TO FIX: HOW IRRATIONAL: SOLUTION: Always listen respectfully and actively, questioning carefully to fully determine cause. Quickly and publicly acknowledge the issue online and go offline to correct the situation. THE OPPORTUNIST CUSTOMER For the Opportunist Customer, the goal is not to get the complaint satisfied, but rather to win by getting something the customer is not entitled to receive. A constant and repetitive "not good enough" response to efforts to satisfy this customer is a sure indicator of an opportunist. HOW COMMON: HOW DIFFICULT TO FIX: HOW IRRATIONAL: SOLUTION: Remain unfailingly objective. Use accurate quantified data to back up your response. Consider asking "What can I do to make things right?" after the first "not good enough. THE CHRONIC COMPLAINER CUSTOMER The Chronic Complainer is never satisfied; there is always something wrong. This customer's mission is to whine. Yet, they are your customer, and as frustrating as this customer can be, they cannot be dismissed. In spite of their constant complaining, they tend to be good customers and will tell others about your positive response. HOW COMMON: HOW DIFFICULT TO FIX: HOW IARATIONAL: SOLUTION: Extraordinary patience is required, but a two-way dialogue should never take place through social channels. One must listen carefully and completely and never get angry. ExactTarget.