Customer is not a Blackmailer

It has been a matter of discussion that the customers are blackmailing the companies by posting negative comments and shaming the brands. Now this term blackmailing is too harsh for a customer who has put the complaint to the public by means of social media. It’s a complaint for a service/product which is not as per the expectation of the customer or what you (brand) promised.

Customer is not a blackmailer. He is your customer and has some grievance. It’s up-to the brand to see and distinguish what’s right and wrong. Customer complaining on the social media is a simple reflection of basic social relations we maintain in society. Similarly, the brands have to believe and behave on social media for the Brand-Customer social relationship. Following points can work out in this situation: -

1. Vulnerability vs Defense- Honesty is one of the basic principles of the society. Brands who accept their mistake and apologize for it, have half the work done. But if you get defensive then you have to ensure that you are a perfect brand (Think twice).

2. Justice- Justice is what brings hope and makes the society to move on even in the worst times. The customer is all entitled to get justice. The brands have to behave as an honest independent jury to decide upto what extent a customer is entitled to grievance redressal. Don't runaway in giving a due compensation to your customer for the mental & physical harassment they have to go through for your mistake (if brand is at mistake).

3. Trust- Trust is utmost in a social relationship. Either you want a relationship or you want to break it, can be decided by the trust in that relationship. Obligation to maintain the trust is on Brand (you need money and you make profits).

4. Maintain to Retain- Social relationships are to be maintained. Brands need to maintain the relations to retain the customers. So, maintaining it on the social media will lead you to the goal of retaining (you are in a competitive market).

Maintaining relation sometime need repairing and adjusting (avoid recalibrating). The bottom-line is that the relationships are to be maintained, nurtured and grown (on social media it’s the social network).