Many companies do not see complaints as an opportunity to get free consultation from customers that can solve problems and make their services better for free. It could be that they cannot accept the fact that one unsatisfied customer makes a much greater impact on the image of one brand than the ones who are satisfied and how important it is to have a serious focus in changing these problems.

Companies should be aware about word-of-mouth, but now there is the much more powerful channel: word-of-mouse. Social networks such as Twitter — with more than 100 million active users updating more than 50 million times per day – are the perfect environments to complain and companies should seize this opportunity to gain valuable information about their image.

The advantages of listening and give attention to the complaints are open a channel for a good relationship with customers and increase loyalty, improve the image of the company, use as an assessment regarding performance and quality, study of the market and to be open to what customers want, and to be fast in innovation.

One crucial factor on the complaint management is the time to decrease the amount of dissatisfaction of one customer and turn him as soon as possible to a marketing positive compound. Twitter can became a tool to the companies and help not just in discover what people are talking about as help about the time factor and accelerate the process of a solution.

Companies in Brazil are giving a good example because companies are taking around 5 minutes to 2 hours to answer customers who complains in twitter , much more faster than using the foundation to protect customer – the “faster” way which use to take at least one month.

The US in other hand is wasting their opportunity. Around 70% of companies are ignoring customer complaints on twitter  and consequently losing chances to put their companies and brands to the front of others’ minds in a positive way.

Here are a few tips for companies to use Twitter as an efficient way to develop a good complaint management system:

• Team: The Company must be a team prepared to deal with complaint and with enough power to reach a balance between  company/customer interests and have enough powder to create solutions. Make customers talk and in the end do not have the powder to solve make him talk with one person, after to another, after with the manager, and the director just increase the level of irritation;
• Open the eyes: search who is talking about your company and what they are saying;
• Open the “voice”: contact the person in order to understand the dissatisfaction and open the relationship. Be polite and show empathy. Be aware that there are much more people watching this “conversation”.
• Give possibilities for solutions and show interest. It is also important remember that customers sometimes can abuse and this is not acceptable, but if the company shows their face in environments such as Twitter, others will understand.
• Time: all of this must happen quickly, and it is also related to the quality of the personal responsible for this task.
• 140 characters: remember the power of these characters in both sides: customer to the Companies and Companies to the customers.

The market has changed a lot. Before it was a few companies and a lot of customers with high level of loyalty, nowadays the reality shows a lot of companies and customers with no loyalty that are full of power to impact the network. The complaint management system must reach dissatisfied customers wherever they are, and for sure, a lot of them in Twitter.

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