While numbers show the health of your business and ebrandgelists drive the core of your business, your former foe or convert should be your best friend. These people are THE most passionate when converted. They’re also the most passionate AGAINST your brand when ignored or mishandled.

The old truism ‘the customer is always right’ is even more important with so many online outlets for them to share their experience. Even if they aren’t technically right, they are right for feeling wronged. In order to rectify the situation you should:

MONITOR: Monitor customer service channels and areas of congregation where your brand may be spoken about

ASSESS: Assess whether or not the issue at hand must be addressed or will be taken care of by the community as well as your ebrandgelists

ACKNOWLEDGE: If the situation warrants addressing first acknowledge their feelings and dissatisfaction.

REASSURE: Let them know that you will create a customer profile & work with them to resolve the situation to the best of your company’s abilities and hopefully to their satisfaction

GO BEYOND: Once adequately resolved go beyond their expectations of solving the problem, reward their patience and compensate them for their time

CALL TO ACTION: After going past 100% give your new ebrandgelist an adequate call to action ie customer service survey, gentle reminder to tell others about their experience

CONNECT: Ask them if you can send them a message on their preffered messaging system about how they can redeem any incentives given and connect with other people passionate about your products or services

THANK THEM: Thank them for their time, let them know that you are there for them whenever they may need you.

The one thing people love MORE than being passionate about something is being passionate about something they once were completely anti-passionate about. People love to tell stories especially stories that are compelling and have a dramatic arc. Everyone loves to see the hero come from behind and win in the end. Be that hero.