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For every complaint expressed, more than 25 go unregistered, according to some studies; rather than complain, the vast majority of those dissatisfied customers simply take their business elsewhere. And the millions, or billions, of lost revenue are rarely recovered.

More and more consumers are now using social media to interact with brands; yet, most customer complaints, questions, and comments remain unanswered by those brands.

Social media is an empowering channel for consumers and gives many of them a voice, because they wouldn't otherwise have the time, resources, or energy to actively log complaints through traditional channels.

Accordingly, social media now plays a unique and increasingly critical role in protecting both brand equity and customer loyalty.

Five Complainer Personas

The customer complaint ecosystem comprises distinct complainer personas. According to a recent article by the University of Florida, brands confront five types of complainers.

To understand how social comes into play, let's look at each complainer type and how to respond to it via social. (Also see the infographic at the end of this article.)

1. The Meek Customer generally will not complain.

Social response: The Meek Customer will only post or comment on Facebook or Twitter when she has really been pushed to the edge. A simple and public "I am sorry" will usually rectify the situation and turn the meek consumer into a passive brand advocate.

2. The Aggressive Customer readily complains, often loudly and at length

Social response: Always take this consumer offline via direct messaging or email. Listen completely and ask, "What else?" Agree that a problem exists, and indicate what will be done to resolve it and when. If you solve the problem for this customer in a quick and efficient manner, you are likely to have a vocal and prolific brand advocate in all social channels.

Dangerous response: Being aggressive in return. The aggressive customer does not respond well to excuses or reasons why the product or service was unsatisfactory.

3. The High-Roller Customer expects the absolute best and is willing to pay for it. She is likely to complain in a reasonable manner, unless she's a hybrid of Aggressive Customer.

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Five Complainer-Customer Personas and the Role of Social Media [Plus an Infographic]

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ABOUT THE AUTHOR

image of Susan Marshall

Susan Marshall is senior director of social media products at ExactTarget, a global provider of cross-channel digital marketing software-as-a-service solutions.

LinkedIn: Susan Marshall