Dealing with negative feedback.

• Author: Kincy, Jason
• Position: SOCIAL MEDIA

ANYTIME THE TOPIC OF SOCIAL MEDIA IS DISCUSSED among a group of bankers, they always share a concern about the fear of negative feedback from customers. Nobody likes criticism, but the reality is that in social media even the best bank runs this risk. The solution is to be thoughtful and prepared before you start engaging your customers online.

An important step in planning a social media strategy is identifying how to deal with negative feedback or an upset customer. At my bank, we have established "The Rules" that guide us in how we engage customers and what is acceptable feedback on our social media properties. Our rules are simple and allow for quick filtering of negative comments.

* Must be germane to the topic at hand; do not hijack an unrelated issue.

* Cannot contain private customer information that divulges details of their financial relationship.

* Open criticism of a bank associate by name in a public space cannot be allowed.

* No profanity, politically charged views or disrespectful comments directed at other users.

Create your set of rules and confirm your bank leaders will support them. Once you've used your rules as a filter and have determined the negative feedback should remain, what are your next steps?

* Respond in a timely manner, any delay could imply apathy or disregard for the customer's concern.

* Be honest, respectful and concise in your reply and include how you will remedy the situation or correct misinformation as needed.

* If it is a customer service issue, take it offline as soon as possible for resolution.

* Listen to what the customer is saying, there may be an opportunity to resolve an issue that may be frustrating other customers.

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Having these concepts in place prevent confusion or delay...