Most people who complain via social media simply want validation of their experience, says Andrea Parrish, digital marketing assistant manager for STCU in Spokane, Wash.
Providing that validation can turn a negative interaction into something more positive, she told 2019 CUNA Marketing & Business Development Council Conference attendees Friday in Las Vegas.
“If you validate someone’s experience, you’re helping them because they’re not feeling defensive,” Parrish says. “When they post, they feel they have a reason to complain. If you validate rather than argue, you can change the conversation.”
Addressing complaints also provides a chance to see how the credit union failed to meet members’ expectations and improve service in the future.
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