Consumer + Negative Feedback = Should companies care?
Consumer have taken the power according to many social media consultant, “they’ve taken the control, you have to listen to them or you’ll go to hell”. For sure people can create websites, blogs, forums, use Facebook, Twitter of any social tool and tell brands are wrong and ugly. Some are using explicit websites names and URLs, as Emily Steel explains in her Wall Street Journal post. But would it change the bottom line?
Negative feedbacks won’t change your bottom line, unless …
The obvious answer is no. Twittering or using social media platforms about a “scandal” or any other personal issues people have with brands won’t make the business of worldwide brands, since they’re the one that are attacked, downsize or fall. Unsatisfied customers like to spread their misfortune and sharing it won’t generate a global insurrection. Except the Dell is Hell example involving the famous BuzzMachine blog, which was a total failure for Dell since it did a negative and largely negative word of mouth, but still was pointing a growing trouble that should/ had already been internally acknowledged.
Discussing about the Dell is Hell example, what’s interesting to see is how fast the word has been spread over the web, revealing the customer care process has been for long broken and people were looking for change or any chance to tell the brand they had to make it useful. And that’s the reason why the business answer is yes, you do have to care because it would move the bottom line.
Brands do need negative feedbacks
People don’t care about your company and won’t spend time writing on a website the service is awesome, the customer care is genius, and the loyalty program is a must-have. That’s what we all call a legitimate level of service since we’re paying for it. And brands aren’t able to uncover new needs and enhancement to do with that kind of people. Brands do need unsatisfied people because they’re the gate to the next level of satisfaction and business.
Since unsatisfied people are taking time, answer their trouble and require them to explain their trouble and how they would see the service to avoid any further pain. Make them work for you since satisfied people don’t want to help you. And teamed with your brand fans and advocates, you have an innovation team that is one of your most valuable asset.
Photo Credit: Craig Jewell
