The medium changes, the response does not

This morning, I was perusing the latest comments on the Phoenix New Times Chow Bella posts (here and here) regarding the CrazyAmy situation. For a dose of something saner, I followed up my comment reading with today’s post by Jay Baer on his Convince and Convert blog. One of Jay’s points was that the public and immediate nature of being criticized via social media is what makes the criticism hurt more today than private complaints did in the past.

While it may hurt to be a business owner on the receiving end of a negative Yelp review or an angry tweet, the response to the criticism should not be any different than if it were received via a phone call, mail, comment card or in-person complaint. Is it productive to call an unhappy customer names and insult them if they’re standing in front of you? Of course not, and it’s not productive to do that online either. Just because there’s a keyboard and screen between you and the complaining customer doesn’t give you a license to behave badly.

The changes brought about by social media seems to have really confused some business owners, but they shouldn’t. The medium of communication has changed, becoming more public and immediate, but the content hasn’t really changed. People used to talk about businesses privately in person or on the phone. Now they do it publicly on Yelp and Twitter. As a business owner, you should still respond to a bad experience in the same way. Apologize privately, respectfully acknowledge the customer’s complaint and offer to make it better in some way. This isn’t magic or MBA-level business savvy. It’s just good business.

Matthew Petro Recommends

The Warrior Forum (Chad Nicely)
Failure Does Not Equal Humiliation (Derek Neighbors)
What’s the good and the bad? (Ignite Phoenix)

http://twitter.com/tonepoems Evniki K. Voyatzis

I actually had this happen recently and felt it was handled perfectly. I was ordering my invitations for my reception dinner in DC and was pretty upset that the proofs contained mistakes that weren't even close to what I had requested.

To cover my bases and make sure I wasn't going to be responsible for their $25 proof change fee, in addition to making my changes, I tweeted that while I loved their designs, I wasn't happy how off my original proofs were and as an already stressed out bride – this can be a big deal!

While they didn't address my tweet publicly, I received an email saying they had seen my comment, wanted to assure me no charges were going to be made as a result of my proof change request AND they gave me an additional 10% off my order.

Naturally, I then tweeted how awesome they were. They took the time, not only to address me personally, but even took it up a step.

Without social media, they may have never known my initial disappointment and may have lost me and others as a customer because they wouldn't have had the chance to act on it.
http://iamchanelle.com iamchanelle

i believe this is a principle that everyone should abide by across the web. keep it real! be genuine and kind online and in person. not only is it good business, it's The Golden Rule.
Sghimire

Isn't this just the Golden Rule. Why do something online that you would NEVER EVER consider doing in person. It's pretty simple really. But so many people get this backwards. I see so many people saying all kinds of things on blogs, forums and tweets that they would never say if you met face to face. That is just too bad. I just wished CrazyAmy would just take a step back and chill for a few days.
http://twitter.com/JLKnapp Jana L. Knapp

I'm consistently amazed at how many people forget with social media that there is a person on the other end of that keyboard. If you're not going to respond that way face to face, don't respond that way online.
http://matthewpetro.wordpress.com Matthew Petro

Exactly. Maybe our brains just aren't wired to respond the same to people when they aren't physically present. Maybe it's just instinct to react harsher when there's a communication medium in between us and the recipient. But we're also humans. We have smart brains and the ability to cognitively overcome our instinctive reactions. Use your higher-order intelligence, people!
http://matthewpetro.wordpress.com Matthew Petro

Me too. But given her steadfast adherence to her chosen path, a part of me thinks she would have reacted the same in person had Joel verbally delivered the critiques he wrote in his Yelp review. I think she just doesn't understand that customer service isn't just for people who love her restaurant and her food.
http://matthewpetro.wordpress.com Matthew Petro

Damn right!
http://matthewpetro.wordpress.com Matthew Petro

This is exactly the other side of the social media coin from the CrazyAmy situation. You talked about a business online, they saw it and acted on it appropriately. They were able to turn a negative into a positive and build their brand at the same time.

Thanks for sharing your story!
http://twitter.com/olllllo olllllo

There is something “Palinesque” about her characterization that she has been attacked and all the while attacking.

No. I think she has already been insulated and self-righteous before all of this and is now seeing social media as a tool to let everyone know how secure and together she is.
http://chris.ly/ Chris Lee

Just wanted to say I enjoyed both your #crazyamy posts, sir!
http://matthewpetro.wordpress.com Matthew Petro

Thanks, glad you enjoyed!