How to Turn Unhappy Customers into Raving Fans (E104)

Joseph LiebermanDigital Marketing Director at Antlion Audio

Bio:

Founded the first indie game PR company and went on to be the marketing guy behind a successful casual game publisher, ArcadeTown, which was purchased by Demand Media and IPOed in 2013. At Arcadetown Joseph grew an eCommerce game network and subscription service to 13.5 million visitors per month with 8 million newsletter subscribers.

Joseph joined Antlion Audio in 2016, where we revamped a small CE company with a generic Shopify template into what people think is a major audio CE player. Joseph's initiatives have focused on drawing more earned media and PR attention to the company and it's product line, focusing on growing the brand and allowing their distributors to take lead on sales, though direct sales still represent a sizable portion of the overall business.

Sponsors:

Drip – Get a free demo of Drip using this coupon code!Spark Shipping – eCommerce Automation

Links:

https://antlionaudio.com/https://discordapp.com/invite/ZqDGNFg

Transcript:

Charles:                        00:00                In
this episode of The Business of eCommerce. I talked with Joseph Lieberman about
how to deal with unhappy customers. This is the business of e-commerce. Episode
104,

Charles:                        00:15                Welcome
to the business of eCommerce they should have that helps eCommerce retailers
start, launch and grow their eCommerce business. I'm your host, Charles Palleschi
and I'm here today with Joseph Lieberman. Joseph is a director of marketing at
ant audio where he focuses on growing the company for brand awareness and
earned media. Is Joseph on the show today to talk about how to deal with
unhappy customers? So, Hey Joseph, how are you doing today? Doing great. I'm a
happy customer currently. Well, I'm happy to have you on the show. This is one
of those topics that I love chatting about and not many people, not many people
talk about this side of e-commerce and I feel like it, it's one of those things
as even the owner of the business or anyone customer service, you spend a ton
of your time dealing with like the 1% of users that are unhappy. Most orders,
you know, going out, things just work great. Hopefully. but those orders that
don't cause us like a reduction in time and everything. So how do you deal with
this or what do you know, what are some best practice for this?

Joseph:                         01:18                So
the, to be clear, to be clear, you know, as the marketing person in our company
I, I view customer services of very different things and say maybe the customer
service manager at our company who's in the trenches as it were. Like he's the
one you know, emailing and talking to these people constantly and that kind of
thing. So when it comes to the marketing side, my approach of dealing with
might be a little different than, than the expectation of, you know, I need to
send this guy an email. I need to, you know, get his shipping info. I need to
figure out what the problem is. You know, those kinds of things. I'm thinking
about more of the, the big scheme of things. What is going on here, right? What
is caused somebody to be upset and what systems can we fix that will prevent
this from happening again? So on the one hand unhappy customers are bad, but on
the other hand, unhappy customers are good. And so I actually kind of want to talk
about if I may that second part, which is how can unhappy customers be good? So
rather than sort of get bogged down in the details of like, how do you fix a
problem, I guess.

Charles:                        02:35                Yeah,
I like that. I feel like some of the, some of the unhappy customers, they're
the ones that kind of push you further along to put like push you to do better,
for lack of a better term though, where you, you have, you have to get better
at dealing with certain issues and over time, you know, every time you set up