Responding to online complaints


As The internet invades more and more of our business activities complaints will surface both in our own internet domains and outside of them.  It turns out how we respond will differ depending on where these complaints surface.

Through an in-depth survey of online users, this study found that companies can repair their brands’ reputations by having spokespeople engage with dissatisfied consumers online, especially with those who explicitly request a response. But damage-control efforts can be ineffectual when companies try to preempt critical views in online contexts designed for consumers. In those cases, a company’s efforts are typically seen as intrusive and pushy.   More at How Companies Can Respond to Online Complaints – strategy+

Today’s online world may force us to create business platforms in two dimensions.

To Aaron Shapiro, CEO of the digital agency Huge, online marketing means creating immersive environments where people go to get their problems solved.

I found this Interview with Booz and Company to be enlightening relative to how I think about websites and my digital presence.  The idea of having two businesses in the context of how I actually use the internet makes sense.  In particular the idea of creating a digital wrapper as opposed to the “brochure ware” so common among practitioners today.

S+B: What implications does this have for marketers?
SHAPIRO: Today, a company effectively needs two businesses to succeed: the core business it’s always been in, and a digital wrapper that meets user needs online. This means companies have to think of themselves as software businesses, competing in the digital sphere with Google and Amazon. They have to create a software layer around their whole company, where all their constituents and stakeholders will interact with them.

The best strategy is to be a filter.  Read More on Strategy + Business

What I would do:

If you have been following me for any period of time you have watched the iterative nature of my online presence.  The ideas in this article resonate with me as I successfully  create an online dialogue with the DeathCare profession.   My choice to engage on topics of interest to my readers rather than touting how wonderful I am causes my presence to grow and buzz to increase.  All the things outlined in this interview.  Of course I am wonderful but only my mother cares about that.

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