In today’s digital age, where social media gives consumers a powerful voice, brands can no longer sit back. Every post or comment can shape a brand’s reputation, for better or worse. While positive reviews drive growth, it’s often negative feedback that offers the greatest chance to build trust and credibility.
I was recently having a conversation with one of my clients, who was concerned about the rising number of negative comments their brand was receiving online. Some of these comments were harmless, but others seemed more like trolls or sarcastic remarks. “Should we just ignore this, or is there a way to turn it around?” they asked.
That question made me think back to a classic example that illustrates the power of turning negative feedback into an opportunity. I shared with them a memorable case from Tesco, where the brand turned criticism into a humorous exchange.
The Tesco ‘Dead Worm’ Story
It all started when a customer, Wes Metcalfe, discovered a worm in his cucumber and reached out to the brand with a light-hearted complaint. In his message, he wrote, “We decided to name him William. Our new pet appeared to be very unresponsive.”
Rob from Tesco’s customer care team could have simply offered an apology and moved on. But instead, he matched Wes's wit, responding with equal humour and keeping the playful tone going.
The conversation took an even more unexpected turn when Wes sent an update on William’s funeral which included a poem he had written and also shared a photo of a popsicle stick cross as a grave marker.
Rob, never missing a beat, responded with a song in memory of William, and the exchange quickly became a viral sensation.
What started as a simple complaint turned into a heartwarming, humorous story. This conversation on Facebook received over 90,000 likes, nearly 45,500 shares, and 14,000 comments since Wes Metcalfe’s initial post.
It’s a perfect example of how a brand’s humour, empathy, and ability to connect on a personal level can transform a complaint into a lasting, positive experience.
As I continued my conversation with the client, I couldn’t help but think about how Indian brands are responding to trolls and negative feedback. Curious to explore this, I did some research and found a few notable examples. One that stood out was a humorous troll directed at OPPO Care India. Instead of ignoring it, OPPO Care India turned the comment into a witty, playful exchange, demonstrating how brands can use humour to engage and connect with their audience.
A customer wrote to OPPO Care India in Marathi, commenting that OPPO would soon hit a century with its frequent phone launches. OPPO Care India playfully replied in Marathi, saying this could be possible with their customers' blessings. Another customer joined the conversation, teasingly asking if OPPO Care India could also respond in Odia language.
Rising to the challenge, OPPO Care India replied in fluent Odia, saying, "We hope this answers your question." Impressed, the customer replied "Good work OPPO."
As I continued my research, I discovered yet another impressive example from Zomato.
In 2017, Zomato launched an Out Of Home (OOH) hoarding that sparked controversy, with many viewers finding it sexist and offensive. The feedback on social media was divided, with some users criticizing the campaign calling it in bad taste and a poor marketing gimmick. The most outspoken critic was Suhel Seth, who called the ad "shameful."
Pankaj Chaddah, Zomato’s former co-founder, responded by apologising on social media, winning back praise, even from Suhel Seth himself.
But Zomato didn’t stop there. They acknowledged the negative feedback, replaced the controversial ad with a new one, and took the opportunity to have a bit of fun with it. They shared a witty post, humorously admitting they had learned their lesson, and introduced a promo code “OUTRAGE” offering a 10% “cashBaCk,” cleverly emphasizing the letters.
This made me realize that Indian brands are just as quick to seize the opportunity when it comes to responding to trolls or negative feedback. Rather than shying away, they embrace the challenge, turning criticism into chances for meaningful engagement and connection with their customers.
Negative feedback can be challenging, but it’s also a powerful tool for understanding our customers better and strengthening our service. Here’s how I’m learning to turn criticism into golden opportunities:
- Pause Before Reacting: Instead of reacting immediately, taking a moment helps us process feedback constructively, focusing on the customer’s experience rather than our initial response
- Seek Clarity: If the feedback isn’t clear, asking follow-up questions helps us get to the specifics. The more we understand the customer’s perspective, the better we can address their needs
- Turn It Into a Goal: Each piece of feedback becomes a mini-project. Whether it’s refining a service approach or updating a process, every piece of criticism is a chance to improve how well we know and serve our customers
By treating feedback as a guide to knowing our customers better, we can turn challenges into valuable insights, creating stronger connections and lasting loyalty.
(The views expressed here are solely those of the authors and do not in any way represent the views of pitchonnet.com)
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