COMPLAINTS: WHEN TO USE EMPATHY VS EXPLANATIONS

Summary from the TLDR Marketing newsletter

To reduce the virality of online complaints, brands should respond with empathy to disappointed customers and use explanations for angry ones. A study of over 470,000 Facebook posts showed that this strategy can cut complaint virality by up to 11 percent. Explanations help calm angry customers, while empathy works better for those feeling sad or let down. Brands that alternate these response styles in ongoing interactions see higher engagement and better public perception.