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85% of consumers say they will retaliate if their needs are not met, and 21% of 18 to 34 year-olds say they will do so
using SM outlets
The good
Happens after service failure
Not going back to a store or spending time on the telephone Customers write on a firm’s wall or send a tweet
The firm should be primarily concerned about redressing the situation For example, Discount Car Rental , BestBuy instituted Twelpforce
The bad:
Not all complaints found on SM are directly
addressed to the firm
Customer can badmouth the firm after a single
service failure, without giving it an opportunity to
fix the issue
Negative word-of-mouth is more dangerous than
ever
Social media channels such as Instagram,
Pinterest are effective for this form of negative
word-of-mouth
The Ugly: Spreading negative publicity to get revenge
French humorist posted a YouTube video denouncing what he felt were abusive charges for his having an overdrawn bank account.
This type of complaints are the most likely to go viral
This type of social media complaint creates a dangerous crisis for a firm
Customer not primarily concerned about revenge, mainly seeks effective recovery for an initial service failure. No real damage has occurred, complaint can be viewed as an opportunity to provide superior service.
The notion of timing becomes especially crucial in this first instance. Usually provide an answer within 15 minutes. Should directly and publicly answer the complaint When a problem is complex or severe, the company should communicate privately.
Because these customers do not make contact with firms, it is upon the aggrieved firm to make contact with the disgruntled customer.
The firm should publicly contact the individual to acknowledge the situation. After negotiation to solve the
problem, the firm should close the cycle by communicating outcome Note that the firm does not always have to give in, especially if a customer’s request is unreasonable and if his/her tone is abusive
Alamo Drafthouse, an Austin, Texas-based movie theatre
This type of complaint that is the most likely to turn viral
When a complaint becomes viral, it becomes very difficult for firms to control, and almost impossible to turn around. Need to quickly identify the threat through its monitoring systems and to publicly acknowledge the situation
Need to privately contact the complainer in order to find a reasonable solution. - complainer not always willing to accept compensation
As a second measure the firm needs to directly address the public