It was 10:30 on a Tuesday night when I got a notification that someone had posted on our Facebook wall – and he wasn't happy. Rather than respond right away, we discussed our response among management and slept on it, which led to a mildly productive exchange (blacked out boxes are the complainer's name, red boxes are the name of an employee):
The member came into the club a few days later, and I asked if everything had been taken care of, noting that I was the person responding to him on Facebook. He noted that it had, and apologized for the way he reacted.
That was all well and good until he went to work out. When he came back up, he told me the real story: He had a really bad experience at a prior gym and didn't want to get roped into anything. He described that prior experience, and it was definitely not the way any gym should have treated him. He seemed happy.
The next day, here's what came up on our Facebook page:
I think with the initial Facebook follow-up and the phone calls and emails from the membership team, we were able to at least get him into the gym. It was the experience of seeing us face-to-face and talking to us that really clinched the deal, though.
Remember that your customers are people, not just complaints (or kudos). Invite them into your world, and you'll learn a lot from each other.