By Gerard Braud –
Today’s crisis communications tip looks at what happens when angry customers take to Facebook to complain about your company. Complaints on your Facebook page or complaints on a Facebook group page built for and by the complainers is creating public relations problems for companies.
All of us can learn from this perfect crisis communication lesson — It can be found at every utility company, where customers who are angry about their high winter bills and are venting their frustration and anger on Facebook.
Many utility companies do exactly what they should not do: They do nothing.
The men and women in leadership positions at both investor owned electric companies and rural electric cooperative companies have spent decades practicing the art of hope, as in, “I hope this just goes away.”
Hope is not a crisis communications strategy, especially in the age of social media.
However, engaging with these angry customers on Facebook can be problematic because social media is filled with traps.
Trap 1: If you comment on a post that is either positive or negative, it can lead to an exponentially high number of negative responses.
Trap 2: If you comment on any Facebook posts, it sends it to the top on everyone’s news feed.
What do you do?
Solution One: Fix the problem and/or make the anger and hostility go away. The reality is there will never be a refund for electricity used. And chances are, the customer has forgotten that their bill was likely this high during the coldest month of the year 12 months ago and just as high during the hottest month of the year six months ago. But they would rather blame their electric company than to take personal responsibility.
The solution is to manage the expectations of the customer by eliminating the peaks and valleys in their bill by offering an option to have what many companies call bill averaging or bill levelization. It means the customer will see nearly the same amount on their bill every month. Often, it will reduce this month’s $400 bill to an easier to pay $250 bill, which makes the customer happier.
Solution Two: Take the discussion offline. In many cases, the best way to handle an angry customer is to have customer service pick up the phone and call them directly. Customer service is able to demonstrate the type of soothing, personal concern that would be lost on a Facebook post.
Make the Crisis Go Away
The problem with the, “I hope it goes away” philosophy is that the problem will go away within the next two months as spring arrives and many customers use little, if any heating or air conditioning. But the problem will return during the hottest month of the year, then go away, then return next winter.
If you have a solution that can make the crisis go away once an for all, then by all means do it.