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4 6
PLUMBING CONNECTION
SPRING 2015
MANAGING NEGATIVE SENTIMENT
W
hat was once a letter in the post directing
complaints towards you directly has now become
public information with people using the internet
as their first port of call when lodging a complaint. If you
prefer to bury your head in the sand and not listen to it, then
stop reading now. If you want to do something positive with
a negative, read on.
There will be a time when you are the target of negative
commentary without asking for it. Of course it’s hard to
listen to, but negative comments should be embraced.
Why? Because they help us improve what we do. Because
they provide an insight into other people’s
perceptions of us. Because they can
make us a better business person.
And because they allow us the
opportunity to change ourselves
or what others think. What we
do with that feedback will
determine whether it is helpful
or futile.
UNSOLICITED COMMENTARY
Unsolicited commentary
is the most common form
of negative feedback and
can sometimes come as a
surprise. Monitoring all sentiment,
especially negative, is essential.
The most cost efficient way to do this
is through Google Alerts – it’s free and it
will keep you updated on any online mentions,
for example, on a review site. Check your social
media pages daily. If the comment appears on your social
media networks it is tempting to delete it. Don’t! Unless
it is derogatory, defamatory or uses offensive language,
leave it, but address it. First, determine if it is valid. If it is,
take responsibility for the problem and communicate the
action you are taking to rectify it. If it’s not valid, it is still
a perception and needs to be addressed. Do this by using
facts and evidence to back up your point. You may see their
commentary as false, however if one person complains, it is
likely others have shared the sentiment.
If you receive a direct complaint, usually by phone or
email, respond as quickly as possible. Always acknowledge
the issue. When people complain, they want to be heard,
so ignoring negative feedback just adds fuel to the fire.
Instead, listening gives people the opportunity to share their
story and feel valued, as well as telling you what the problem
was, which highlights areas of improvement or perceptions
of your business. It’s worthwhile to ask clarifying questions
if you don’t completely understand what the issue is.
SOLICITED COMMENTARY
Solicited comments can help you become a better
business person. Wouldn’t you prefer to know what people
think and address it, rather than find out when they
stop using your services? Inviting feedback is
essential to the survival of every business.
Think of solicited feedback as a regular
check-up at the doctors for your
business. It finds problems early
on, allowing you to deal with
them before they become
compounded.
One of the most effective
ways to invite feedback is
through customer surveys.
These can highlight areas
of your business that need
improvement and issues to
be resolved. It will also show
your strengths and what you are
currently doing that your customers
love. Surveys can be distributed to
clients after each project, or conducted
at regular intervals. They are particularly
useful after a recent change to your business, such
as offering a new service. Online survey platforms, like
SurveyMonkey, make the whole process easy by compiling
information for you and helping spot trends among answers.
Soliciting comments gives you and your business the
chance to understand problems – perceived or real – and
address them or make improvements.
A CRISIS SITUATION
If something has gone wrong but you don’t know all
the facts, you still need to respond quickly. The longer
you take, the stronger the rumours. In a crisis situation,
respond using the CAP principle – Compassion, Action and
Perspective: three simple steps to constructing a message
NEGATIVE COMMENTARY IS AN UNAVOIDABLE AND NORMAL PART OF BUSINESS AND LIFE. HOW YOU APPROACH
THAT NEGATIVE COMMENTARY WILL DETERMINE HOW CUSTOMERS, WHETHER PAST, PRESENT OR FUTURE, WILL
PERCEIVE YOU.
CECELIA HADDAD
EXPLAINS.
BUSINESS PROMOTION
CECELIA HADDAD