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It’s no secret that customers have more influence and “voice” in the marketplace than ever before, largely on account of social media. Whether it involves posting a YouTube video showing baggage handlers tossing guitars around, or launching a Change.org petition to persuade retail banks to reverse their debit-card fee policies, customers are way more empowered today, largely because they are way more connected today. • Is it possible to tap the benefits of the social commentary . • Is social media a channel ? • Or is it a “free global floating focus group” • Can companies make use of social media feedback • An example or case studyMolly Katchpole, for instance, was the22-year-old who launched the online petition calling on Bank of America to reverse its monthly $5 debit card usage fee in the fall of2011. Her campaign soon attracted national media attention, as she staged events like cutting up her debit card for television cameras, and moving her $2200 savings account to a community bank. After300,0 people signed her petition, and some650,0 people opened new credit union accounts (eight times the normal rate), Bank of America reversed its policy, and its competitors soon followed suit.
Yes because social media is the only medium where the customers can give feedback about any organisation. It is the only medium where the customers express their issue which they are facing and its not been resolved by the organisation. Customers do go to social media when they are totally not satisfied with the products and services provided and even the issue they are facing is not resolved even after constant requesting. According to customers, Social media is the best way to give feedback and opinions regarding any organisation so that the particular organisation improve their services and will try their best not to leave customers disappointed with any of the services provided by the company to the customer. If the company provides best services which satisfies customers completely then too the customers do go to social media to give good feedback about the company. In short, Social media is the medium for customers to express their opinions about the particular organisation's products and services be it good service or be it bad service.
Yes Definitely, although consumers are hitting back using social media, its a great medium to understand your consumer's need and aspiration. Its better and far more cost effective than conducting an independent survey to do the same. And can be used to develop better products/service tailored to suit you consumer needs.
Having said that its also a powerful marketing and branding medium, its the word of mouth marketing taken to a new level of connectivity, so can immensely benefit/harm you.
Dear Ganguly , The answer of the questions you asked is Yes & you also explained well. Ofcourse social media is Channel and easy way for the customers to reach you. They can provide +ive & -ive feedback to tell others about the comapnies product and services.
I won't really call it hitting back. Social media provides forums like any other forum, which gives the customer a platform to voice an opinion; whether it's congratulatory or in complaint form. As others have mentioned, it presents an open box to customers to drop in their views. This can allow the company to better understand needs and wants. But, this is just the floral and soft side of it. What companies ALWAYS fear when they go social is what happens when a complaint goes 'viral'.The good thing is, any good PR you generate is visible to the audience as a whole. The other good thing is, any negative PR over a malfunction or bad service gives you the opportunity to turn the situation around and make it good. Please note, I am saying it is still a good thing.
A good product or service will satisfy the customer no end, and ensure a user/loyalist stays content. But addressing a complaint (which will eventually come, because that's what servicing and maintenance/complaint management departments are set up for) in a way that the customer feels happy, and providing a solution to the customer is just as important, because the brand team provides a solution which is TIMELY, QUICK, POLITE.
So here you have one satisfied customer who has had his problem resolved. The latent side of it is what really creates a larger impact, in my opinion. Think of it as a movie show. The brand did something wrong through its product/service and gives rise to an irate customer. A crowd gathers around this (figuratively), listening in on the conversation. When the brand humbly accepts the error and inconvenience, apologises and presents an amicable solution, everyone is still watching. The customer is now happy and will mostly thank the brand happily and go his own way. Seeing all this makes the audience happy as well, and they applaud it. They pass this happy story on to others. And this whole activity creates a lot of positive visibility. Before you know it, you turned1 irate customer who came with a problem to a group of happy prospective customers and a burgeoning community of word-of-mouth marketers.
My2 cents - as long as the brands' social media team works in tandem with the research and service/maintenance teams to deliver great solutions and deal with problems quicker, solving customer complaints can become a positive activity rather than seeing it as 'hitting back' by customers.
Word of mouth marketing. Make it worthwhile and give them something to talk about...
Yes.
No matter how small your company is, it is more important now than ever to make sure your customers are happy, particularly when you consider the stark reality that people under25 are almost twice as likely to use social media to tell other people about a negative customer service experience.
Essentially the growth of social media means businesses are now more exposed than ever, but it works both ways because wise use of social media can help you deliver a better customer service experience too.
Social media today is not what it was15 to20 years ago. Customer feedback involved writing a letter, going to the post office to mail it, and waiting for either the response from the company or for the newspaper to publish it.
Internet today has changed all that - governments have been overthrown by it's power - so getting a company to backtrack and apologize to it's customer is no big deal.
It is not so much as "hitting back" than being able to address issues at the click of a button or mouse that social media has become so important in modern business.
The same social media can be utilized to keep both current and potential customers informed and involved in how the company works and what it does to ensure customer satisfaction, protection of the environment, employees, and other important aspects of business which are very dear to modern-day customers.
