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Negative Feedback Gone Social

By: Regina M. Tucker
Posted: December 30, 2011, from the January 2012 issue of Skin Inc. magazine.

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Cons. Clients can feel ignored, and you can also lose the potential for growth by missing out on recurring themes among negative client feedback.

Handling posts on a case-by-case basis

Pros. Try to approach complaints with balance. For example, consider a certain spa that plays not-so-traditional spa music, because it has a very fun and witty approach to services. A first-time client once commented on how much she hated the music, but management decided not to address this commentary because it is part of the spa’s brand. However, when a negative post popped up on Yelp from a long-time client about the company cancellation policy, they were right on top of it.

Cons. This breeds a lack of consistency, and you might miss valuable feedback. Not responding to a post may make a client feel undervalued.

You cannot afford not to utilize social media as a professional business to balance client complaints; there are plenty of clients who absolutely love your services and spa. Enlist clients who have a positive and strong professional relationship with your business to post glowing commentaries on online review sites.

Stay on your toes

Client complaints can be valuable to a business. If you see a theme among them, you can use it to make improvements to your business and secure your standing in the marketplace. The Internet and online forums have made it easier than ever for clients to share their spa experiences with the public at large, so skin care professionals have to stay on their toes, come up with a response plan, share it with staff, and initiate it.