Online Reputation Management Starts with Good Customer Service


Your company may be doing the very best it can to provide a good product or stellar service but you could still end up with a disgruntled customer. BBB understands businesses aren’t able to make every customer or client happy. If you are in business, you are inevitably going to have a negative online review, a bad tweet or post in social media, or a BBB complaint. While it’s not possible to completely avoid these situations, it is possible to enhance a customer’s experience which can lower the chances of getting a negative comment and can even turn a dissenter into a fan.

According to a recent survey – the Customer-Rage Study, conducted by the University of Arizona’s W. P. Carey School of Business (, consumers are still careful with their dollars post-recession and more aware of the type of customer service they receive when they do spend them. The ‘rage’ survey reported states badly-handled customer service is worse than no customer service at all.

People who receive poor customer service after a problem become 12 percent less brand loyal than if they didn’t bother to complain at all. So it would stand to reason that when a company receives a complaint or less than friendly review, a business owner, large or small, would want to ensure the situation is handled in the best manner possible.

The study also found that when companies added free remedies, even as small as an apology, to any other monetary relief they gave customers, satisfaction doubled from 37 to 74 percent. Sometimes customers need someone to just hear them, the trouble they are having and simply would like an apology from the business while the issue is resolved.

Acknowledging your customer’s complaint, apologizing and responding quickly with a quick, fair resolution, just might result in the customer telling others about the wonderful customer service at your company. And when it occurs online, you can get the good will of others who see how professionally you handled the situation.

Getting a complaint or a bad review isn’t the end of the world, and it can actually become an opportunity to show the customer and others how your company values their input. Business owners should take a moment to review their customer service policies and practices and make sure their employees are capable of keeping new and existing clients satisfied. Sometimes the apology is more valuable than the money invested for the refund. 

Learn more about protecting your online reputation by attending the BBB Event: Manage Your Online Reputation on June 18, 2014 from 8 am - 10 am in Southfield. More details and registration can be found here.

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