Address Criticism and Create New Fans
October 29, 2009
In a recent Las Vegas Sun article, casinos took the spotlight on how some of them are using social media to engage the “Long Tail” of customers instead of just focusing on the big spenders.
http://www.lasvegassun.com/news/2009/oct/26/saving-face-online/
What really stood out to me was the idea of addressing customer complaints publicly.
It struck me as pretty amazing that there is a tool that every company has at their disposal to actually publicize something that happens on a regular basis – addressing and rectifying a complaint by a valued customer.
Why can’t this apply to every industry and every company? If you help a customer out – no matter if they’re a whale who drives a ton of business or just an average purchaser – why not help them in a public forum?
There is always a threat of criticism when you open up a discussion board, or forum for public opinion, but when you can control the response to that criticism, you have a chance to turn a critic into a fan and let all the current and prospective customers who were looking at that complaint see that you are committed to satisfying everyone who buys from you.
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