How to handle the not so nice online

If you have any sort of online presence, at some point you are going to be attacked, whether it’s by a troll, someone with a personal grudge or someone who has a legitimate complaint, it’s likely to make you feel upset and defensive.  There are three main types of negative post you’re likely to get and the easiest way to tell the difference between the three is by their response when you offer an apology.  The Unhappy customer will be grateful and may turn into a fan.  The Customer you’ve already lost will want to fight until they feel they’ve “won”.  The troll will either have posted something so irrelevant that you don’t need to respond, or they’ll look exactly like The Customer you’ve already lost and can be treated as such. 

 

So what do they actually look like? 

 

Type of complainer Typical behaviour
Unhappy customer Will post online about a bad product or service, but if you offer an apology and fair compensation, may be turned into a fan

 

Customer who you’ve already lost Will post online about a bad product or service, will not be interested in apologies or fair compensation just wants a fight or outlandish compensation

 

Troll Will post inflammatory material just looking for a fight.

 

 

And how do you handle them once you’ve heard from them? 

 

Type of complainer Typical behaviour
Unhappy customer Reply to their post saying “I’m sorry you didn’t enjoy/had a bad experience with whatever.  DM me and I’ll send you a voucher for a free coffee next time you’re in/a voucher for 10% off/an offer of compensation that’s fair for their situation.”

Then make sure you follow through (and if you’re offering a free service, make sure you provide an EXCELLENT service when the client returns)

 

Customer who you’ve already lost Make an offer as above, but if they come back with more complaints, an attempt to negotiate an extravagant compensation or any form of insult, you need to shut them down. 

Respond to their post with something along the lines of “It sounds like you are very upset and   (whatever you’ve already offered) does not suit you.  If you DM me with your phone number I will give you a call to discuss the issue in person.” 

 I’m sure that a lot of the time you won’t hear from them again, however if they keep posting on your board, keep responding that they seem very upset and you will be able to help them much more quickly via a phone call.  If they post more than twice after the first offer to call, block them if possible, or advise that you’re not going to continue to engage with them if they’re not looking for a resolution.

 

Troll If you can, delete them.  If not, ignore them.  Encourage others who use your page to ignore them as well. If they post defamatory or pornographic material – report them to the forum moderator/Facebook etc and if necessary to the police.