Both of the two questions I look at this week from Oldani(p. 40) and Freedman(p. 67) talk about the customer services/reviews. A few thoughts on on-line customer service.
1/ With the personal media, like blog, it is so easy to publish consumer complaints by themselves, but, for companies, it is so difficult to manage them. Look at "AOL cancellation issue" by Vincent Ferrari (http://kr.youtube.com/watch?v=xmpDSBAh6RY), which became an issue even in main TV station news. This is a new challenge for companies.
2/ Oldani emphasized that they UNEDIT consumer complaints. That's very important. Before web 2.0, company website EDIT and only showed good news for them, but, in web 2.0, where individual can own and run a media, companies should not edit and open even to consumer compalaint. Why? Because, if you don't contain them(complaints), then, it doesn't mean it will go away, but, those complaints will be expanded outside the company website, which will be even more difficult to influence. Look at Dell's blog, they now talk about consumer complaints too.
3/ For the customer service, speed would matter. As people enjoy shopping 24/ 7, they want a faster speed.
4/ While, customers can easily put complaints online, in the web 2.0, customers also can easily put and spread complements too. Companies should pay attention to this phenomena. Transparency applies not only to bad news but also to good news. Consumers are the best PR persons.
5/ Companies used to manage in-bound consumer complaints, but, moving forward, they should manage out-bound too. This means, companies closely monitor consumer complaints/complements online, and approach them to fix the problem, address it, and build relationship with online consumers and reviewers.
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