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04/15/2023 1@AmandaChanguris
Relationship ResuscitationUsing Social Media for Service Recovery
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Most of the time, it’s good.
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People Get UpsetWhen people get upset, they:• Want a solution• Want to vent• Want to “make you pay” in the court of
public opinion
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Sentiment & Behavior Flow
Patients / Customer
s
Happy / Neutral
Upset
Let You Know
Offline
OnlineSeethe in Silence
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Step One: Listen So You Can Hear
• Invest in a Paid Toolo Argyle Socialo HootSuite Pro / Enterpriseo Spredfast, Falcon Social, Sprinklr , Shoutlet, Percolateo Radian6
• Use Free Tools for Redundancyo Platform Notificationso Google Alertso Talkwalkero Hyper Alertso Nutshell Mail
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Step Two: Respond. Fast.
• 39% expect a response within an hour
• Average response time: 3.99 hours
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Step Two: Respond. Fast.
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Step Three: Respond Well
• First Response Essentials:o Empathyo Blameless Apologyo Offer Assistance
• ACID Testo Acknowledgeo Containo Informo Direct
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Be Human• Address the person by name• Consider using “I” rather than “we”• Have a personality (and use it wisely)
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Be Human
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Canned ResponsesIt’s tempting… but please just don’t.
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Canned Responses
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Challenge: Complaints After the
Fact
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Challenge: Coordinated
Complaints• #dontdenykevin
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Challenge: Issues that Keep Coming
Back
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Challenge: Issues that Keep Coming
Back
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Beyond Recovery• What Would Retail Do?• The Plan:
o Identify the right candidateso Make the gesture personal (if possible)o No promotiono Avoid public posts (if possible)
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Put It to Work!• Don’t expect it to be easy… • But don’t take the negativity personally.
• Questions?
