As the daily business activities move on, at times there is a scope for inviting a business complaint, hurdle or an emergency service to be given to a customer requirement. How to handle that situation is a big challenge with the fact that as business owner, you never wish to eject bad reputation in the market. Some of the proven and quality solutions are discussed in this article.
Some of the customer complaints - " I did not order for this color" - " This is not what I asked for" - "Please change it or replace with a new one" - "Please refund my payment" - "This quality is not good"
The primary cause of a complaint is that the business order did not meet the need / necessity or the quality of product or service did not convey any satisfaction to the customer.
It is important to lay a special emphasis on the manufacturing quality of the product and document the product description effectively through content marketing.
Content marketing that includes blog posts, videos, articles, email newsletters, press releases and product description must have a mission statement as to how the product will bring satisfying benefits and services to the buyer.
Internet and e-commerce stats indicate that online shopping will continue to inspire customers to browse, navigate, check, verify, examine and read the reviews before buying any product. Online content marketing solutions are the most appropriate to empower customers to pick their choices. Images and videos also leave a bigger impact on the traffic for conversion goals.
What is a complaint?
An excerpt from "A complaint is a gift" (Page 13) written by Janelle Barlow & Claus Moller
"A complaint is a statement about expectations that have not been met. It is also, and perhaps more importantly , an opportunity for an organization to satisfy a dissatisfied customer by fixing a service or product breakdown. Bad reputation, even though they are bad, unreasonable cause inconveniences"
"Stew Leonard's the Supermarket chain in Connecticut has cited the rules carved on six-foot-high-granite panels;
Rule 1: The Customer is always Right.
Rule 2: If the customer is ever wrong, re-read Rule 1"
1. Provide More to Ensure Quality and Satisfaction via content
The new buzz is "content is currency" and the content you develop will leave an impact on your traffic and if you plan to retain and uphold the interest of customers, your content must ensure both quality and satisfaction to make more sales. Any word that creates confusion or doubts may bounce the traffic. Engaging content should not only be expressive, clear, crisp, sharp and high in conveying advantages and long-lasting services. Audience are coming from various backgrounds, cultures and lifestyles. Therefore the assessment of quality should be uniform, specific and originally genuine to create purchasing power.
2. Retrieve & Review the Feedback of Buyers via content
The number of complaints will instantly come down when priority is assigned to examine the feedback of customers. The needs, problems and solutions they are searching for must be the foremost information and data to build a customer-centric convent and products. Periodic check on the comments, feedback and questions of customers will offer multiple benefits to understand the interests of customers and to build an effective product profile. Content marketing is all about retaining the interests of customers and helping them find their demands, needs and solutions.
3. Focus on Social Media Marketing via content
Facebook, Linkedin, Twitter, Pinterest, Instagram and G+ offer massive profitable results to find active and passive community online to redirect the traffic to websites. Content development for social media marketing is varied and must align content creation respectively. Effectively designed content delivers fast and speedy results online. For each platform the needs of marketing are quite different and the guidelines have to be followed. The objective, goal and customer-time must be considered to briefly design the ad while empowering the product design.
4. Set the Channel for Satisfaction of Customers via content
Count 1 is always for 100% satisfaction of customers and if this is viewed leniently, there is every possibility that customer may lose interest on a channel and may never visit again. What is the rate of satisfaction, how it is measured and evaluated, the performance and working quality standards and life span of products must be emphasized. The description of advertising content online is drafted specifically to generate leads. The more is always less for customers. More and more content in advertising online is effective for customers to know and understand about products and services. But the channel in which advertising is being published must be checked.
5. Self-Rate your Products and Services via content
Before a new customer rates your product in any perspective and points out the lacking areas, disadvantages and lacking areas, it is ideal to have an inhouse team to undertake a critic service to clearly assess the some of the significant areas to give a space for improvement. Customer psychology also depends on an employer rates a product and describes the services.
6. Create inspiring and encouraging content
An example of a facebook ad:
" Buy your favorite T-shirts Brands @ 65% discount.
Offer valid till 31st January 2016"
An example of Google ad
"Avail 50% discount on cosmetics.
Brands include Lakme, Garnier and MayBeLine
Offer is closing on 15th January, 2016"
Customers plan to save more and highlighting their saving benefits will encouraging them to buy easily.
7. Assess Risks, complaints and provide answers in your content
Risk management, assessment and evaluation are part of designing content for selling products online. Because, both new and returning customers have plenty of questions to get answers. FAQ may not be sufficient whereas the questions of traffic may vary. The rise of complaints and how these will be attended can be an added value to the customer. For the sake of benefit of doubt, some sellers are advanced in providing the information. However, preventing the rise of complaints and organizing the buying and assembling may be more rewarding.
8. Be informed about your targeted traffic
For a seller, it may be a hard job to make a note of traffic coming across a website or blog or a social media channel. Content strategy planning assesses the audience via personas and allows to get an indepth view of the needs and essentials of targeted audience. This information will be a source to design the content for various channels and platforms aiming at the proposed buyers. In this model of content marketing, audience are provided with plenty of answers and services for their benefits.
9. Know the questions and answers for customers
Nearly 99% of website articles, e-commerce website and blogs are allowed to comment. Reading the comment section will enable to understand the consumer needs and interests. The advanced framework in this method will help the seller to clarify the questions and provide relevant answers. On the other hand, if it is aimed for sales, customers, traffic, and enquiries, it is essential that every question and answer is framed to build audience. Both frequently answered and uniquely asked questions must have a better scope of content in the form of answers and explanations.
10. Frame your content in the interest of your customer
It is true that nearly 100%100 businesses are working on content to invite more traffic, clicks, sales and enquiries. Since business results are based on quality content, effectively designed content stays profitable in sales. It is also a fact that when there is no proper content, the quantity of traffic drops down. Therefore, designing an appropriate content that is audience-focused and customer-centric is essential whether it is a blog post, facebook ad, facebook post, Google ad or a guest article.
The checklist for an online ad is as follows:
- Focus on audience benefit
- Create profitable content for audience and businesses
- Design content that is brief and concise
- Long or short, write meaningfully effective content that helps the audience
- Aim to inspire, encourage and interest-based content
- Give a better scope for facts, figures, data and quotes
Complying to a complaint-free content development is possible when every small and big business has its research and analysis about its targeted audience. Even if the percentage of outside-targeted-audience is 1%-5%, soon you will know that new audience may convert to returning buyer. To this point of effect, following the flow of organized content and having a methodology and content frame and style will definitely bring positive results that will lower the rate of complaints and promote businesses online successfully.
10 Complaint Management Tips
3 Reasons why customer complaints are your friends
Human Factors: How complaints psychology affects your business performance
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