Handling Negative Comments: A NZ Brand’s Guide to Turning Critics into Advocates
Why Negative Comments Matter in NZ
- Small market impact: A single complaint can reach thousands in local communities
- Cultural expectations: Kiwis value fairness and straight-talk
- Opportunity to shine: 70% of complainants will return if you resolve their issue well (Esteban Kolsky)
The 5 Types of Negative Comments (And How to Respond)
1. The Legitimate Complaint
"Ordered 3 weeks ago, still haven't received my package"
✅ Response Strategy:
- Apologise sincerely
- Take responsibility
- Offer solution (publicly or via DM)
Example:
"Kia ora [Name], we're really sorry about this delay - that's not our usual standard. Our team is looking into it now. Could you please DM us your order number so we can prioritise this?"
2. The Misunderstanding
"Your product doesn't do what you promised!" (When it actually does)
✅ Response Strategy:
- Clarify politely
- Provide helpful resources
- Keep it positive
Example:
"Hi [Name], we're sorry for any confusion! The [product] is designed to [function]. Here's our tutorial video that might help: [link]. Happy to chat more if you're still having trouble!"
3. The Troll Comment
"This is the worst company in NZ!" (With no specifics)
✅ Response Strategy:
- Kill with kindness
- Invite constructive feedback
- Know when to disengage
Example:
"Kia ora - we're sorry you feel this way. We take all feedback seriously. Could you share what specifically went wrong so we can improve?"
4. The Competitor Comparison
"[Other brand] does this much better"
✅ Response Strategy:
- Stay professional
- Highlight your unique value
- Never badmouth others
Approach:
"Thanks for the feedback! While we respect [competitor], we're proud to offer [your unique benefit]. We'd love to know what we could do better for you."
5. The Cultural Misstep
"This ad doesn't represent real Kiwis"
✅ Response Strategy:
- Acknowledge immediately
- Show willingness to learn
- Consult cultural advisors
The 3 Golden Rules of NZ Complaint Handling
- Respond Fast (Within 24 hours for social media)
- Take It Offline When Needed (But show you're addressing it publicly first)
- Follow Up (Check if the solution worked)
What Not to Do: Lessons from NZ Fails
❌ Delete and ignore (Makes people angrier)
❌ Get defensive ("You're wrong!")
❌ Use canned responses (Kiwis spot insincerity)
❌ Argue about politics (Unless directly relevant to your business)
Final Tip:
View every complaint as a free customer insight report. The businesses that listen, learn and improve are the ones Kiwis stick with for life.
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