Turn the negative into a positive

Last week, we talked about the importance of publicizing testimonials from happy customers. But what happens when the responses you receive aren't so positive? Here are some tips for making the most of criticism:

• Listen - It's easy to get defensive when you receive negative feedback. Instead, focus on understanding exactly why your customer was unsatisfied. Listening is key to fixing the problem and turning an unhappy customer into a raving fan.
• Acknowledge Concerns - Acknowledge the customer's critique or issue and be forthcoming on how you are going to improve the situation. If you can't fix the problem, explain why. Whatever the result, make sure your customer knows that his/her concerns were heard.
• Go Public - If addressing the problem or concern has led to an improvement in how your company does business, consider this the silver lining! Let your customers know of the new improvements you've put in place thanks to their feedback.

Be thankful your customers are sharing their opinions with you, because they're definitely sharing them with others! Your response to their feedback could ultimately help your company shine.

When Tropicana recently changed its packaging, loyal customers wasted no time telling the company how they felt. They used email, phone calls and letters to express their opinions, calling the new design "ugly" and resembling "a generic bargain brand." Tropicana's response? Switching back to its original packaging. The company made a point to let customers know their feedback was the reason for the switch. Read the article here.