Technology has advanced the speed and scale at which consumers can communicate about their brand interactions. As a result, businesses have had to determine how to respond to customers on a personal level in what is now a very public, digital space.
If a person had a poor customer experience at a restaurant a few years ago, they may have warned friends not to eat there or written down their complaints on a comment card. Today many people feel comfortable venting their frustrations to an exponentially larger, public audience: the entire Internet.
Many companies are still struggling to identify which grievances necessitate a personal reply, which ones can be left alone, and which complaints require escalation and/or a security response.
We reached out to Microsoft privacy experts to ask how companies should approach online customer feedback, especially where privacy and security are concerned. In an interview with Microsoft for Work, Marisa Rogers, Global Sales and Marketing Privacy Manager, and Kristi Berry, Senior Privacy Manager, weighed in on the issue.
Berry said this is a huge question: industry trends and attitudes toward technology and social media have changed a lot. People are more comfortable with data collection and the social, digital world, and they are paying closer attention to what is happening. That makes it increasingly important to provide the right levels of control so customers can manage their privacy.
Rogers described a recent incident in which a passenger tweeted about poor service at an airport gate and included the agent's first name and the gate location. The tweet led to the passenger being removed and interviewed by security officials before boarding. Situations that touch public safety or transportation can raise heightened sensitivity and may require a different, more careful response. For related coverage information for transportation operations, see Customer Transportation Insurance.
Companies should carefully consider how to respond so that any reply is proportionate to the complaint. There are many examples of companies responding to feedback on social media that are both effective and harmful to their reputation.
In the first place, you have to be prepared to receive complaints. Have a plan of action for addressing neutral-to-negative comments, including standard responses and strategies to diffuse difficult situations. Remember that taking the conversation offline is often appropriate when a customer's issue requires specific, private attention. Organizations that work closely with communities may also want to review applicable practice guidance, such as Social Services Insurance, to align response practices with privacy expectations.
If you need help implementing a response plan or resolving a specific case, consider reaching out to your provider or talk to an agent for guidance.
Frequently Asked Questions
When should a company respond to a public complaint?
Respond when the comment is timely, could harm reputation, or when the customer requests help; trivial or clearly malicious posts can often be monitored without direct response.
How can companies protect customer privacy when replying publicly?
Avoid sharing personal information in public replies and invite the customer to communicate through private channels to resolve issues.
What situations require escalation to security or legal teams?
Escalate if a post includes threats, reveals sensitive locations or personal data, or suggests a safety risk that needs immediate attention.