What is the Internet saying about your company? Have you had an unreasonable customer lately. The Internet is an easy place for them to vent and if you are not paying attention- these negatives are floating around and sticking to your on-line reputation.
There is a very large roofing company in the DFW area that had a problem when a roofer put a nail through the deck and punctured an AC coolant line. Now the coolant line should not be against the underside of the roof deck, and no reasonable person would expect the roofer to inspect every attic to make sure a random nail might hit an improperly placed coolant line.
The problem is- the person with the punctured line told the story from their point of view and the roofing company did not hear the commotion on the Internet and did not respond. In fact, another roofer responded to the accusation for them.
You need to listen to what is being said about you on-line.
How do you do it?
You need to set an alert for your company name (click here – it is really simple – You will need to have a Google account, but that is easy) and when your name is mentioned go look and see what is said. Google alert sends you email every day if your name is mentioned.
You might have made a new friend or you might need to but on the fireproof suit and fight fire.
How Do You Handle Unfair Venting?
You probably don’t need advice here, but in the heat of the moment, we can overreact. Your reaction on line becomes a permanent fixture on the Internet.
Be reasonable and explain what happened and why it happened that way. If you made a mistake- take responsibility.
Otherwise,explain that your customers cannot afford to pay for the added cost of sending people through every attic to look for misplaced coolant lines, or misplaced electrical wiring- that many parts of attics are quite inaccessible, and that the construction industry depends on professionism and contractors knowing the basics of proper workmanship, and keeping their pipes and wires out of harm’s way.
People will understand and sympathize with you. But they need the rest of the story. Otherwise all they see is that “Your Company Cheated Me” and how you broke an air conditioning line and left them with a big bill and the cat is sweating…
This problem is also a great reason to cultivate a community and build continuing bonds to existing customers. Your loyal customers can and will defend you- particularly when they are engaged in conversation with them on a regular basis.
What would you add here? Do you feel something was left out? Feel free to leave a comment.
If you have a question or need clarification feel free to call or email.
