Until not too long ago, customers were provided with only limited tools to voice their dissatisfaction with a brand. There was perhaps a 1-800 number to call, an email link to your customer service department or a clerk behind the counter at your retail location to receive the customer's grievance.
In today's era of social networks, customers now can vent about a negative experience to online peers everywhere - and very quickly. Social network sites such as Facebook and Twitter, as well as user review sites such as measuredup.com, yelp.com, pissedconsumer.com and complaintsboard.com, have added additional outlets for the voicing of a customer grievance.
Merchants must now monitor and respond to the voice of the customer - wherever that voice may be heard. New business tools and processes must be put in place to hear what your customers are telling you and to make a timely response to each review that could potentially damage the brand and potentially scare away prospective customers.
Smaller brands could use some of the most basic solutions such as Google Alerts and Social Mention to help keep track of customer feedback. Larger brands will need more sophisticated tools to monitor. Trackur and Radian6 are designed to help larger brands.
How do you listen to your customer’s voice on the Web? Are you satisfied with your systems and processes? What are your key challenges? Let’s hear your thoughts in the comment section below. Thanks!
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