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