Word of Mouth Tip #121: Customer complaints are a word of mouth opportunity

Negative word of mouth, customer complaints, loud critics — we all experience them, and they represent great word of mouth opportunities.

It’s a chance to convert a critic into a fan, to make better products, to fix dumb policies, and to show off your personality.

Here’s a great example: When popular U.K. blogger October Jones posted a tweet complaining about his Sainsbury’s chicken sandwich, they promptly responded with a goofy tweet of their own.

Most brands would have ignored it — or maybe quietly responded with a generic, automated reply.

But generic replies don’t make new fans. Generic replies don’t get reposted and talked about. And generic replies don’t get featured in publications like AdWeek.


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