Optical Prism May 2016 | Page 17

Take it offline. Businesses often make the mistake of trying to say too much or fix the problem online in front of everyone and not only can that blow up in your face it is also not what other customers want to see. Customers only are interested if you are reacting and responding. Tha t is truly what they care about and if you have reacted quickly and professionally then they assume the rest of the transaction will follow suit. Don’t take it personally. I know this one is difficult for most people… we work hard every day helping people with their eye care and eyewear needs so it is like a personal attack when someone vents online for everyone to see. Take a deep breath… understand that in the large scheme of things only a few of the hundreds of people you help ever complain and of those most have a valid concern. It is better to deal with it head on and as fast as possible. In my experience, when you react fast and with empathy the person involved usually responds favourably and feels guilty about complaining. They may even remove the review if it is handled well. Own the problem. Don’t give them any reason to come back and add to the complaint. Once you have publicly apologized, do what you know needs to be done to fix or investigate the issue at hand. Most customers are not expecting full refunds or free eyewear, they are likely just looking to get the problem fixed and maybe some small compensation for their time and trouble. Take ownership and see the complaint handled and resolved to the customer’s satisfaction. Last note: Don’t forget to respond to good reviews as well. Thank them for their time and comments. Trudi Charest is the Co-Founder of 4ECPs, a business resource company for eye care professionals. www.4ecps.com or [email protected].