Automotive Digital Marketing

Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders

Loading... Be Patient!

Do or Do Not. There is No Try. – 4 Rules to Responding to Angry Customers

In business, you are what you are perceived to be. 

Your customers not only have their own opinions of your business, but they can also influence other potential customers. How you actually run your business is certainly important. Just as important, however, is how customers that have never stepped foot in your business perceive you. Before they ever step foot into your business, many consumers will research it online.

Every single website that contains feedback from other consumers about your business will help shape their perception. Every review they read; Every comment on your Facebook page; What people are saying about you on Twitter; All of these will contribute to form a business profile for these new customers.


Most businesses nowadays understand the importance of monitoring comments and reviews for problems. Some will outsource this monitoring. Some will do it themselves. Regardless of who does it, if it’s not done properly, you can do more damage than if you had done nothing. As a public relations expert, my job is to gain exposure for companies. I can issue press releases and white papers until I’m blue in the face. However, all of that can be undone by improper communications between the business and its customers.


I don’t believe that any consumer expects a business to be perfect. What they do expect, however, is for someone to care when something goes wrong and to assist them in fixing the problem. Many times, consumers lash out with a negative review, tweet or Facebook comment simply out of frustration. Most of these upset customers can be diffused if the situation is handled properly. And a proper and appropriate handling will also show potential customers that you care and are paying attention.


Here are a few simple guidelines that you should take to effectively communicate with, and diffuse, angry customers online.


  1. It’s not personal – Whether you’re the owner of the business or an employee, it’s very easy to take negative reviews and comments personally. If you get angry reading the comment, don’t respond immediately. Calm down and think before you act. This is important as replying in anger or inappropriately can actually hurt you more than had you never responded. If you think it will take awhile for you to be able to respond calmly, have someone else in management take over, especially in instances where you may be specifically named and criticized. You want an impartial person who can objectively assess the situation and take decisive and prompt action.
  2. Respond promptly – In most cases, you want to be in a position and have the tools you need to monitor and respond to consumers as quickly as possible. Except for the situation I mentioned previously where the comment involved you personally or made you angry, you should make every effort to respond fast. There’s nothing more impressive to a customer, whether they are saying positive or negative things about you, then having a swift response.
  3. Stay positive publicly – Every time you respond online, you add another piece to your online personality. Always respond positively, let the customer know you are listening, and offer your assistance in helping fix the problem.
  4. Take the conversation private – Once you’ve responded to the customer and offered assistance, move the conversation to private, whether that’s via private messaging, telephone or in person. The public doesn’t need to see every detail of what went wrong. Nor do they need to see the discourse between you and the angry customer. The important part here is that you are making an effort. Most customers will give you an opportunity to correct the problem.


By following these 4 basic guidelines, you’ll find that you’ll minimize any damage to your online “personality” that you could create yourself.  In addition, you will leave a trail of breadcrumbs throughout the web in which people can see that, while you may not be perfect, you care about your customers and are willing to make an effort to fix any issues that arise.


                                                                                                  ...And that speaks volumes. 

Views: 1401

Tags: communication, employees, experience, management, media, negative, public, relations, reputation, response, More…reviews, social


Oops... You need to stop "Lurking" on ADM and become a more genuine Automotive Professional by completing your membership registration. As a registered ADM Member, you can post comments, publish your own articles (be a star!) and start Forum discussions. Stop being an online "Peeping Tom" and JOIN ADM RIGHT NOW!

Join Automotive Digital Marketing

Comment by Alexander Lau on November 15, 2013 at 6:38am

Thanks Brian. Good points!

Comment by Alexander Lau on November 14, 2013 at 7:57am

Hyundai Motor America says it plans to publicly display customer ratings and reviews — whether good, bad or ugly — for all dealerships through online review site SureCritic in an effort to improve customer satisfaction. About half of Hyundai’s 820 U.S. dealers use the service, which the American arm of the South Korean automaker views as a challenger to J.D. Power & Associates’ annual customer service index. The site allows for near-instant customer-dealership dialogue.

Comment by Alexander Lau on November 14, 2013 at 6:40am

Ohhhh... there are times when it's very personal. You should see some of the reviews given by customers of our reputation management clients. They are downright personal.

Here is an actual review posted to "The sales manager was an uneducated jerk. I went to high school with his brother who was a white trash piece of &!@% and I can only assume he's one as well. What a rip-off! Do not go to this dealership!" 

Everything else you've noted are the basics, agreed. If you're looking for an affordable package, check out our Reputation Intelligence options, which included Reputation Management and Brand Analytics (Visibility) options, shown below:

Automotive Professional Network and Resource Exchange for Car Dealers, Managers, OEM and Marketing Practitioners seeking Best Practices.

ADM Sponsor

William B. Terry
Rated by Super Lawyers

loading ...

Please Consider Automotive Marketing Professional Community Sponsors

ADM Badge


Based On Your Interests...

ADM Consulting, LLC

Onsite/Offsite Combination ADM Consulting, LLC Professional Services
Select the maximum monthly investment you plan to make
Sign up for

Automotive Marketing Tools

Get ADM Toolbar

Click here to take the ADM Member Survey

Getting too many emails from ADM? Click mailbox below to control which types of alerts and updates you are sent......



ADM Professional Services
Phone Consultation
Topic or Issue:

Top Automotive Marketing Forum Discussions

1. BDC or Virtual BDC

Posted by Peter Stratton on February 26, 2020

Share the Best Content w/AutoMarketing Community

© 2020   Created by Ralph Paglia.   Powered by

ADM Badges  |  Report an Issue  |  Terms of Service