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Las opiniones negativas si se gestionan bien pueden generar un feedback positivo.

Gestión de las opiniones negativas

¿Por qué las opiniones  negativas bien gestionadas pueden generar un feedback positivo a nuestra marca? Todas las empresas y organizaciones temen que un cliente o consumidor haga una crítica negativa sobre su producto o empresa. En esas situaciones los responsables de marketing dudamos sobre cómo proceder. ¿Qué se debería hacer?  Responderla, borrarla, ignorarla… 

Las posibilidades son infinitas, pero los resultados no serán los mismos si se escoge una cosa u otra. El mayor error es pensar que si ignoramos la opinión negativa no se generará ruido y pasará desapercibida… ¡Error! esos comentarios están al alcance de todos y los verán aunque hagas lo imposible para evitarlo.

Cuando te hacen públicamente una crítica negativa, ya sea en la web de la empresa, en las redes sociales de la compañía o en otra página dedicada a estas cosas, la mejor forma de proceder siempre será la de ir de frente. Tus consumidores que sí están contentos agradecerán ver que eres real, que funcionas y que trabajas para que esas cosas negativas se solucionen.

Cómo reaccionar ante una opinión negativa

Si te ponen un comentario negativo, evita al máximo responder de forma agresiva o generar una pelea con el usuario. Lo mejor será que te disculpes por no haber agradado al consumidor y abrir una conversación privada con él para ver cuáles son sus motivos de disgusto. Y además, procura apuntarlos para que no vuelvan a repetirse.

Aunque un comentario negativo pueda parecer el fin de nuestra empresa, varios estudios han podido demostrar que no sólo no son necesariamente malas para un negocio, sino que pueden ayudar a potenciar la confianza entre clientes y marcas.

 

Pero, ¿por qué una crítica negativa va a reforzar la relación de los consumidores con las marcas?

Cuando el consumidor es fiel a la marca y está muy unida a ella, esa opinión negativa no afectará a su relación con la marca, sino que buscará defenderla. Y pude hacer que se refuerce aún más.

En conclusión, lo importante para el departamento de marketing de una marca es crear relaciones reales y duraderas con tus consumidores, sin obsesionarnos con nada en concreto, y dándole importancia a lo que ellos piensan de ti, no lo que piensa todo el mercado.

En M3 Publicidad somos especialistas en crisis reputacionales, marketing y comunicación. No dudes en ponerte en contacto con nosotros para potenciar tu marca.

24 Comments

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    References:

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