[Entrepreneur’s Success & Growth Journal] #3. Tips for Handling Inquiries and Reviews to Turn Dissatisfied Customers into Regulars

Once a month,
for those who’ve struggled to open up to anyone
the struggles of entrepreneurs in their Nth yearthat you’ve struggled to share anywhere

Don't forget to take this with you!

• Here’s how to prepare for online customer service—a must-know for new sellers.
• If you’ve ever struggled to respond to negative reviews or customer inquiries, be sure to read this post.
• Learn the difference between a claim and a complaint, and find out how to handle them.

Just hearing the notification sound for customer comments
CEO O’s heart skips a beat.

At first, customer inquiries and comments were nothing but a welcome sight, but the longer she runs her online store, the more they feel like a burden rather than a joy. Whenever she sees a notification that someone has left a review, she finds herself opening it with a sense of unease, and when a customer sends a message via one-on-one chat, she sometimes even breaks out in a cold sweat.

CEO O, who launched the brand as a solo entrepreneur, didn’t feel burdened by customer service from the start. In fact, she drew strength from cheering comments praising the brand’s products. But one day, everything changed after a review was posted giving the product a 1-star rating and stating it was “not great.”It seems like peopleare complaining more and more for no reason, and the tone of the comments has turned sour. To make matters worse, sales are dropping. How should I communicate to get customers to come back?

1. ‘Customer Communication’ Is Even More Important Online

People often think that running a brick-and-mortar store is hard because you have to interact with customers in person during business hours, while online retail is easier because you don’t have to. But anyone who’s actually tried it knows just how big a misconception this is—whether you’re listed on an online marketplace, run your own online store, or have ever sold products or services via social media even once.

Online stores and e-commerce platforms are 24-hour stores that customers can visit at any time they choose. Since there are no set business hours, customers will inevitably reach out even when you’re not working.

The fact that customers can’t physically see the items they’re buying also plays a role.All the information you’d normally get by seeing a productin person—and the questions you might casually ask a sales associate standing nearby—must be addressed through “online inquiries.”

If you’ve started selling online, you must also be prepared to handle customer inquiries.

1) Notify customers of your available response times

• One-on-one inquiries are likely to be questions or concerns that need to be resolved quickly. Customers who don’t know when they’ll receive a response will feel even more anxious and worried. If a response is delayed indefinitely, their negative feelings will only grow. By clearly stating your available response times on your communication channels in advance, you can reduce the uncertainty and anxiety customers feel.
• We also recommend setting up automatic messages to be sent during non-business hours. Try using a message such as , “Thank you for your inquiry. We will review the messages you’ve left in order during our customer service hours from 00:00 to 00:00 and provide detailed guidance.”

2) Prepare a manual covering basic policies and frequently asked questions

• Inquiries about shipping, exchanges, and refunds are the most common types of inquiries sellers receive, regardless of product category. Features that could be mistaken for defects due to the nature of the product—such as scratches on genuine leather—are also a frequent topic at customer service centers. Even if you include a notice on the product detail page, customers will still frequently ask about these issues.
• Having clear policies and standards in place allows you to respond quickly to each inquiry and handle repetitive inquiries efficiently.

3) Identify customer touchpoints in advance

• We interact with customers through more channels than we might realize. By identifying in advance where customers can leave comments, you can ensure that no voice goes unanswered or overlooked.
• It’s best to keep track of everything—from phone calls to the customer service center, to email inquiries, ChannelTalk, social media messages, comments and reviews on product detail pages, and comments on posts such as announcements. Especially if you’re a merchant on a platform, be sure to check in advance which communication channels are available through that platform.

2. Here’s How to Communicate with Dissatisfied Customers

From a seller’s perspective, the last thing you want is a “negative review” or “negative comment/inquiry.” 

Not only are they difficult to respond to, but you also worry that other customers might see them and form a negative impression of your product. If you’ve been repeating “I’m sorry” to every dissatisfied customer because you didn’t know how to respond, please keep these three points in mind going forward

1) Read the message while distinguishing between the customer’s emotions and the facts. 

• Separating emotions from facts helps prevent us from unconsciously responding emotionally when reading emotional reviews. For example, it prevents situations where we react to a customer’s complaint with something like, “What? This isn’t even my fault—why are you picking a fight with me?!” and end up continuing the argument in the comments.
• Customers who are dissatisfied with a product are particularly likely to leave reviews expressing their frustration. Rather than focusing too much on the customer’s anger, we should distinguish between emotions and facts to identify the real problem that needs to be resolved.

2) Show empathy before verifying the facts.

• If you jump right into asking questions to verify the facts in an attempt to resolve the issue, the customer may feel as though you’re accusing them of lying, which could increase their resentment.
• Instead, start by acknowledging the customer’s hurt feelings. Express empathy and apologize first—with phrases like “You must be very upset” or “I’m sorry we didn’t examine this more closely”—before discussing the issue. This can help lower the emotional barriers an angry customer has built up.

3) Offer a solution and promise to prevent the issue from happening again.

• When proposing a solution, it’s helpful to include a brief explanation of the situation. This explanation isn’t just an “excuse.” It’s a process of identifying the exact cause of the problem to demonstrate ① the seller’s sense of responsibility and ② the rationale behind the proposed solution.
• Rather than simply imposing a solution, it’s helpful to propose both a primary solution and an alternative that takes the customer’s situation into account.
• Try to restore trust with the customer by letting them know you recognize the cause of the problem and promising to take steps to ensure it doesn’t happen again.

A product launch isn’t the “end”—it’s just the “beginning.”

Take a moment to reflect: have you been thinking, “I worked hard on product development for six months, painstakingly uploaded the product details, and launched it—so surely this is the end,” and letting your guard down? Or perhaps you’ve received a negative review, are stuck not knowing what to do, and have simply left it unaddressed while worrying—if so, it’s time to properly “start” communicating with your customers. You can start by replying to unanswered inquiries or reviews, or by compiling a list of frequently asked questions.

Just because you see an angry review doesn’t mean everyone is against your product. Today’s consumers are savvy—they have the discernment to filter out so-called “troublesome” reviews where people get unreasonably angry over issues that aren’t the seller’s fault at all. Instead, they look at how you responded to the review—examining both your attitude and the content of your reply—before forming an opinion. Depending on how you handle the situation, they may either trust you more or be disappointed. If you handle the situation wisely and effectively incorporate information that potential customers can benefit from, you’ll actually be able to build even more trust with your customers—all thanks to those negative reviews.

-

Embarking on a New Challenge

Meet People Who Have Succeeded in Their Challenges

Written and Edited by Lee Eun-ah