Omgaan met negatieve klantenfeedback online.
De Webmaster is in vele organisaties de eerste die met online feedback van klanten in aanraking komt. In sommige gevallen is hij – na overleg met andere diensten – ook diegene die de vraag moet beantwoorden. Hoe pak je dat precies aan?
Het bastion van de klant.
Online wordt er een stuk harder gecommuniceerd dan ‘in real life’, zeker als het om ontevreden klanten gaat. Daar zijn redenen voor:
- Klant voelt zich veilig achter het scherm, en durft veel harder uithalen.
Reageren via het internet geeft een gevoel van anonimiteit. Woorden die je nooit in het echte leven zou gebruiken staan ineens op je beeldscherm. - De klant heeft mentaal al een hele weg afgelegd voor hij de stap zet naar contacteren.
Waarschijnlijk worstelt de klant al een paar weken met het probleem, en heeft hij het contact opnemen ook al enkele keren uitgesteld. Allemaal opgekropte frustraties die zich uiten in de gehanteerde taal. - De klant kan zich moeilijker inleven in de organisatie door minder persoonlijk contact.
In vele gevallen was er bij de aankoop geen direct contact tussen klant en verkoper. Ook nu ziet de klant geen persoon, maar een droge website voor zich. Een website die bovendien geen antwoord formuleert op zijn vragen. Dit alles laat je organisatie onpersoonlijk overkomen.
De basisregels voor een geslaagde reactie.
Ongemeen harde feedback lokt in vele gevallen emotionele reacties uit. De kans bestaat dat je dezelfde fouten gaat maken als de klant zelf. Bovenstaande redenen gelden immers ook voor jou.
Hanteer daarom bij het beantwoorden van de feedback onderstaande regels.
- Speel kort op de bal.
Indien je niet meteen inhoudelijk kan antwoorden op de mail, laat de klant dan wel meteen weten dat je zijn e-mail goed hebt ontvangen. Maak duidelijk dat jullie de feedback op prijs stellen, en zo snel mogelijk ten gronde zullen antwoorden. - Reageer alsof de klant voor je staat.
Beeld je in dat de klant recht voor je neus staat met zijn feedback. Hanteer dezelfde toon in je antwoord als in een face-to-face conversatie. - Negeer overdreven opmerkingen.
Ga niet in op beledigingen of verwijten, maar focus op de kern van de zaak: het probleem van de klant. - Aarzel niet om een afspraak te maken.
Indien het probleem niet snel kan opgelost worden, nodig de klant dan uit voor een ‘echt’ gesprek. Hij zal het appreciëren dat er tijd wordt vrijgemaakt voor het probleem, en de kans dat hij instemt met een bepaalde oplossing wordt een stuk groter.
Elke klacht is een opportuniteit.
Elke klant die de moeite doet om negatieve feedback te communiceren creëert een open doel. Met de juiste aanpak kan je een negatieve ervaring met jullie product veranderen in een positieve ervaring met jullie bedrijf. Ga hier dus zorgvuldig mee om!
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