Jason Austin's Blog Life and times of a PHP Developer in Raleigh, NC

How to/How not to handle criticism

Over the last few weeks, I have been involved in some intense discussions about how to deal with feedback. They all center around how to deal with users when they are not happy with how something works or how a situation is being handled.  In my observations of people handling criticism, I have noticed a few horribly ineffective ways to deal with criticism, and a few good ways.

Ineffective Option 1:  Ignore Them

This is probably the most popular.  "If we ignore it, maybe it will go away!".  Yeah right.  All this will do is frustrate your end users, and if they don't get any satisfaction from submitting feedback in an acceptable way (help ticket, talking to a supervisor, etc), they will look at other, typically more destructive ways to let their voice be heard.  They will turn to Facebook, twitter, blogs, email lists, wherever so that SOMEONE will hear what they have to say.  Users feel like if you are ignoring them, you are basically telling them that you know more than they do, they are wrong, and their opinion doesn't matter to you.  Ignoring problems don't make them go away, it makes them bigger.

Ineffective Option 2:  Shut them up without helping them

This is typically initiated after the "ignoring them" option fails.  Someone hears something negative about a project and thinks it is detrimental to it (which it likely is, but what do you expect after ignoring them?).  Instead of engaging the person and trying to find out if they can help, they try to figure out how to make them stop talking by using a position of authority or influence.  It is my opinion that this tactic is totally unproductive.  The user feels like they can't give feedback (be it criticism or compliment), and you, as the one in charge of the service or product, don't have a clue when something is wrong because people are afraid to say anything for fear of getting in trouble.  How do you expect your product to get better by shutting people up about it's problems?  "Nothing to see here...move along"

Ineffective Option 3:  Tell them they are wrong

This is akin to "ignore them", although more aggressive and ultimately more detrimental.  Complaints are people's opinions, and by definition, opinions are "a view, judgment, or appraisal formed in the mind about a particular matter" (Webster).  Their opinion is how they feel.  They can't have a "wrong" feeling, just maybe a differing one than you.  You have to respect your users opinions, and they have to feel as though their opinion is respected.  Telling them they are wrong will only fuel their fire.  If their complaint is that something doesn't work correctly, taking a few minutes to walk them through the correct process can save much heartache and turmoil.

Effective Option 1:  Embrace the criticism

All the other options have generally negative impact, but this one...well, there is hope for this option.  It reminds me of this commercial:

http://www.youtube.com/watch?v=f51maMnJHdc

If you look at every complaint as an opportunity to fix something, your customers will be so much happier and more willing to work with you.  By embracing the criticism, you acknowledge that you (or your product) has flaws, and that you are willing to make it better.

Effective Option 2:  Engage your criticizer

Some people just want their gripe be heard and go away.  Others what to help be part of the solution.  If someone complains about how something works, ask them for their input as to how they would like to see it function better, THEN FOLLOW THROUGH!  Use your users as a valuable audience with which to get innovative ideas from!  After all, they are the ones using your product.

------------------

There are probably many other ways to handle feedback, but those are the ones that I have observed lately.  As someone who is offering a service, you have to understand that your users are your lifeblood, and without them you wouldn't exist.  Treat them as though they are your most prized asset, and you will get rewarded with loyalty and appreciation.  Ignore them, shut them up, or tell them they don't know what they are talking about, and you will have anarchy on your hands.