This week on Let’s Talk, our experts address a challenge that all business will face at some stage: managing dissatisfied customers on social media. Reviews, comments, and DMs whizz by faster than ever, what is the quickest and most effective way to resolve complaints before they spiral out of control?
From putting in smart systems to respond with compassion and speed, we review the ones that actually deliver and why a complaint well managed can sometimes becomeyour biggest marketing asset.
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Sarah Richardson, General Manager at Australian Loyalty Association
“When a customer complains online, your response is a golden opportunity to turn a first-time buyer into a life-long loyal member.
“According to the Australian Loyalty Association’s 2024 Loyalty Insights Report, 68 percent of consumers indicated that a slow or impersonal response to their complaint significantly diminishes their trust in a brand. But 74 percent stated a swift and personalised resolution would increase their likelihood of remaining loyal.
“These findings underline the importance of creating meaningful connections throughout the entire customer journey. When customers feel seen, heard and valued – even during a negative experience – that feeling is imprinted in their minds.
“The fastest way to resolve a complaint is to acknowledge it immediately. Silence is deafening. Even a quick “we hear you, we’re on it” can stop frustration from snowballing.
“Loyalty is built on trust. Listen carefully, understand the customer’s perspective and find a meaningful solution. It’s imperative to show the customer they matter more than the transaction.
“The final part is to solve the complaint. Whether it’s a fix, a refund, or a personalised gesture, act with urgency and transparency. Smart brands can use tech to power this. With the right CRM and automation tools, you can spot complaints early, personalise responses and track resolution; turning a pain point into a positive experience.
“At the Australian Loyalty Association, we remind brands that loyalty is earned in the toughest of moments, not just the triumphant ones.”
Friska Wirya, Director at Fresh by Friska
“The quickest way? Respond fast, stay human, and fix the root cause.
“Speed matters — a timely reply (ideally within 1 hour) instantly de-escalates tension. But don’t just be fast — be real. Ditch the canned responses. Empathize. Acknowledge the frustration. Show you’re listening.
“Then move from sorry to solution. Loop in the right team and communicate transparently. If you messed up, own it. If it’s a misunderstanding, explain clearly. Bonus: close the loop publicly when resolved — it builds trust with everyone watching.
“And if the same complaints keep popping up? That’s not a customer service issue. That’s a systems issue. Fix the root cause so your team isn’t stuck firefighting forever.
“Fast. Human. Actionable. That’s how you turn complaints into credibility.”
Bede Hackney, Head of ANZ at Zoom
“Customers expect answers immediately, often before they even reach out to your business. The quickest way to resolve complaints is to minimise wait times and maximise response accuracy by resolving common questions with virtual agents, while ensuring seamless transitions to human agents for more complex issues.
“When human assistance is needed, a virtual agent can seamlessly transfer the customer, along with the conversation history and context, to the most appropriate agent. Even during this handover, AI can continue to play a key role by guiding agents to accurate answers. When customers don’t have to repeat themselves, frustration decreases and satisfaction improves, improving the customer experience and speeding up the resolution.
“Supervisors should use built-in analytics and quality management to continuously improve support operations and customer experiences. With the right systems in place, agents can respond faster, collaborate in real time and resolve issues more efficiently.
“Ultimately, resolving issues quickly and with care leaves a lasting impression on the customer.”
Elise Balsillie, Head of Thryv Australia and New Zealand
“The fastest way to resolve customer complaints online is to view them not as interruptions, but as strategic touchpoints. In my experience, the businesses that handle complaints best are those that unify their communications channels. Therefore, every DM, review or email lands in one place, ready for swift and consistent action.
“However, speed alone isn’t the differentiator. It is also the ability to respond with clarity, follow up with authenticity and close the loop with accuracy. Complaints, when handled well, become catalysts for loyalty and brand strength. Businesses should be asking themselves, ‘Have we resolved the issue and are we also using this as an opportunity to raise the bar on trust and transparency?’.”
Jonathan Reeve, Vice President APAC at Eagle Eye
“Our perspective is that the quickest way to resolve customer complaints online is to respond in real time with relevance.
“At Eagle Eye, we see AI-powered personalisation as a transformative tool for customer service especially when a business already knows a customer through a loyalty program. By combining real-time data with AI, businesses can detect friction – like out-of-stocks or abandoned carts – as it happens. This enables automated, context-aware interventions before a customer needs to complain. If a complaint does arise, AI can instantly surface the right resolution based on the customer’s history, preferences and current situation.
“Speed matters, but so does intelligence. Real-time, AI-driven loyalty technology can turn service recovery into a positive, strengthening trust and long-term engagement.
“In the modern real-time world, consider resolving complaints as a loyalty growth strategy rather than a support function.”
Adam Henderson, Partner, Corporate and Commercial at Hicksons Lawyers
“In a digital and social media world, dealing with online customer complaints will be an important consideration for almost all businesses.
“As a starting point, you should have clear terms and conditions, including refund policies and complaint handing procedures. This can give clear pathways for your customers to engage with you on any areas of concern.
“Also, being proactive can avoid nasty situations. This can be achieved by looking to predict and prevent complaints by seeking customer feedback, monitoring customer satisfaction and constantly finding ways to improve service quality and performance.
“If a customer does post an online complaint, then when responding, we recommend that you remain professional and factual. A preferred approach is to show a willingness to resolve issues and find solutions. Avoiding emotional responses, especially on public platforms, is the best course of action.
“One approach is implementing a two-step response: first, promptly acknowledge the complaint (e.g. within 24 hours), then follow up with a resolution plan (this can be done privately). This demonstrates responsiveness while giving you time to assess the situation properly.
“A well-handled complaint can help avoid unnecessary costly legal proceedings.
“The NSW Ombudsman has developed 6 key principles for effective complaint management – this is a useful resource.”
Grace Savage, Brand & AI Strategist at Tradie Agency
“The fastest (and smartest) way to handle customer complaints online is to respond immediately, publicly, and with class. People don’t judge you by your best review, they judge you by how you handle your worst. Most people will click “lowest rating” first to see how you respond to problems. That’s your chance to show leadership.
“Own the issue. Stay calm. Apologise without ego. Say: ‘We’re sorry we missed the mark this time. Please reach out and we’ll make it right.’
“The goal isn’t just resolution, it’s transformation. Ask: ‘How can we turn that 1-star into a 5-star?’ Fix it without thinking about time or money. One bad review can cost far more than a refund.
“Long term? Filter red-flag customers early. Most complaints come from selling to the wrong people because you chased the sale instead of the right fit.
“Don’t fear complaints. Use them. Handled well, they’re your best marketing.”
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