Social media (SM) are transforming the ways that customers communicate with firms following service failures. While there's a positive side to this phenomenon, there's additionally a negative side, which can lead to serious social networking disasters. In light of this duality, the present article deals with the good, the bad and ugly uses of SM as well as the good in the customer service procedure. Herein, we identify six distinct types of SM complaining scenarios.
Managing Social Media Crises With Your Customers The Good, the Bad, and the Ugly Case Study Solution
The good shows opportunities: 1) when customers argue to the firm online instantly after a first-service failure, or (2) when consumers publicize substantial recoveries. The bad involve risks: (3) when customers discuss a failure without argument with the firm, or (4) when consumers reach out to third-party complaint intercessors that are online. The truly ugly represent the pinnacle of public crises and on-line dangers: (5) when customers spread adverse publicity through user-created content SM following a deviation that is double, or (6) when opponents respond to this content to steal customers. As a takeaway for supervisors, we formulate specific recommendations to handle each kind of online complaints.
PUBLICATION DATE: March 15, 2015 PRODUCT #: BH659-HCB-ENGC
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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