A year later, the video has become viral and generated more than 9 million hits. This musician's course of action is but one example of a bona fide movement, and not only is online public whining getting more common, but this kind of consumer answer may also be very expensive for businesses. What can companies do to handle online complainers?
Based on their eight years of research, the authors provide actionable recommendations and summarize their understanding of the phenomenon. They arrange their conclusions into a two-by-two matrix. First, the matrix's rows distinguish between (1) comprehension complainers' motivations and behaviors and (2) recommendations whereby offending companies may alter those behaviors. Second, the matrix's columns distinguish between the before as well as after of the internet criticisms, as motivations and behaviors change over time.
When Unhappy Customers Strike Back on the Internet Case Study Solution
The authors' recommendations emphasize how companies can prevent, or at least reduce, online whining, after an online criticism happens anyhow, and how businesses should react. In particular, they reveal that the easiest way to avoid the causes of on-line whining is to develop a triage system for initial non and fair procedures - online complaints. Also, they demonstrate that firms should respond to online grievances as quickly as possible-in any case, no later than four weeks following the complaint that is internet posting-and that the nature of the apology should depend on the type of customer.
PUBLICATION DATE: April 01, 2011 PRODUCT #: SMR380-PDF-ENG
This is just an excerpt. This case is about LEADERSHIP & MANAGING PEOPLE
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