One of the downsides of an intimate personal connection with customers is an intimate personal connection with customers who are angry or dissatisfied. These days, every customer has in the palm of their hands the means to let the world know how unsatisfied they are, and they rather enjoy using that power. One angry customer can cause a lot of damage.
The Solution: As always, responsiveness is the key to customer service, and every disgruntled customer can, with the right response, be converted into a brand champion. Fortunately, the same technology that allows customers to register their dissatisfaction also allows companies to address issues and concerns more or less instantaneously. The more instantaneous the response, the better for everyone.
Owen Shapiro is the author of Brand Shift: The Future of Brands and Marketing. Shapiro is a market researcher, strategist and speaker and spent more than 30 years in customer insights and market strategy.