A common mistake businesses make is the tendency to minimize contact when a
customer takes a negative action, such as a bad review, returning a product, or even
something as simple as unsubscribing from an email list. In reality, these events are the perfect opportunity for you, the business owner, to follow up and nip the issue in the bud.
Bad reviews can seem like a small issue in the beginning, but by allowing them to
accumulate without any type of resolution can in the long run be the death of your
business. By immediately addressing these issues, you not only put the client at ease by letting them know that you genuinely care about their experience and opinion, you also
develop a rapport as a quality business owner within your own niche.
With product returns, utilise the same methodology as dealing with a bad review.
Nordstrom for example, allows customers to return any item at any time, for any reason.
This return policy is highly compelling and makes purchases feel less risky. When Nordstrom follows up with customers who make returns, it confirms the positive experience that those customers had with its return policy.
When a customer unsubscribes from your email list, firstly respond to their perceived
negative actions, by unsubscribing him (give them what they want!). Then send them an unsubscribe confirmation that lists other ways they can engage with your brand, such as your social media or brick-and-mortar stores. Remind your client that you’re happy to communicate with them in the place that best fits their needs.
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