Posts Tagged ‘Mashable’

The 411 on Negative Feedback

Monday, March 14th, 2011

Posted by: Michael Nardini, VP of Customer SatisfactionMichael Nardini, VP of Client Satisfaction

Negative Feedback Travels Fast (source: Internet Retailer)

  • 1 in 4  (26%) people surveyed stated that they are more likely to share bad experiences with family and friends than good experiences.
  • Survey also found that 31% of those customers who share negative experiences were actually “loyal customers” who are actively engaged and most likely to recommend the product in the first place. The survey found that the loyal customers are more likely to share bad news than any other customers group.

What your approach should be:

  • Customers have many channels to share their frustrations and bad experiences.  Social media is a great way to combat these negative reviews and turn the situations around so your company is able to benefit.  To use social media effectively requires your business to listen, interact and react.
  • Listen: Monitor social media networks for mentions of your business. Another social media option you can offer customers is an area to engage with other customers (such as an open user forum) and to discuss your brand. Here you will be able to manage and use both negative and positive comments as feedback to improve your business.

Once you have located negative feedback take the time to understand the cause of the comments. Usually complaints occur due to unmet customer expectations or negative interactions with company employees. Mashable recently included a great article on how to handle negative feedback. I thought I should share the key points with you:

  • Get to the bottom of the issue: Take time to thoroughly understand the motivation behind the negativity. Is it a support issue, problem with an employee, or any of the number reasons? Figure out what the problem is and your solution before you reach out to address the issues.
  • Reach out and acknowledge your customers complaint. Most problems can easily be resolved because ultimately your customers would more likely than not have the issue resolved.
  • Act fast: The longer people have to think about the negative experience and dwell on it the harder it will be for you to change the situation. Fast action will help you as a customer might even change that negative experience to a positive one if you are able to quickly resolve an issue.
  • Treat each comment/issue individually. This is your opportunity to alter your brand image in your customer’s mind. Take the time to figure out the solution and do the most you can to get the issue resolved. Don’t simply refer them to a 1-800 number, rather try to resolve the issue even it means seeking help from coworkers.
  • Act professionally: Even if the issue escalates and you find yourself under attack. Remain calm and remain professional. You are representing your company in the social realm and no matter what you do you cannot have a “do-over”.
  • Provide a Resolution: After you have fixed the issues, experience or conflict that resulted in the negative feedback, let the customer know. By communicating with you have done or what they should expect will help rebuild customer trust for your business.

Don’t take my word for it, look at the facts:

A report from RightNow Technologies Inc. found that following an interaction with a retailer, 34% of consumers deleted their original negative review, 33% posted a positive review and 18% said they became a loyal customer.

How does your business handle negative feedback from customers?

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Why Consumers Click Unsubscribe

Wednesday, February 9th, 2011

Posted By: Molly Griffin, Social Media Marketing Associate  for Dydacomp

I was recently reading an article on Mashable when I came across some consumer statistics I thought I would share with you. The consumer research was done by Exact Target and they compiled statics into how consumers interact through email, Facebook, and Twitter in the Social Break-up . The article offers insight into three marketing channels, but I found the email statistics especially useful.

Today, many small businesses rely on email for effective communication with consumers. The article noted that 95% of consumer use email and 93% of online consumers subscribe to at least one email a day. This email relationship with consumers and businesses is built on trust. With the growing use of email, subscribers have become much more hesitant about giving out their email address to businesses. Once you have built up enough trust with a consumer to get him or her to subscribe to your emails, a new challenge arises: how to keep these subscribers and prevent them from simply deleting, or worse, unsubscribing from your emails.

Exact Target’s research found  the top reasons people unsubscribe from emails. (Remember to keep your email marketing campaigns in mind while reading these reasons.)

(Source: ExactTarget’s SUBSCRIBERS, FANS, & FOLLOWERS research)

54% of customers unsubscribe due to emails that came too frequently so it is vital that your business respect permissions and exercise control in the number of emails you send out to customers each week. Another stat to take note of is that close to 50% of people unsubscribe due to repetitive or boring content. This practice can be harmful to your email campaigns.  If you create and continuously distribute sent lackluster and emails you are hurting the consumers trust you worked hard to gain as well as risking the chance of losing email contact with consumers. Therefore, your email marketing campaign should focus on creating emails that involve relative and interesting content that will encourage customers to not only open the email, but take the time to read the information you provide. Also, if you work to engage your customers in an email make sure you have an effective response in a timely matter to show your customers you do care about their participation and it is not a waste of their time.

The reality is consumers have quickly become advanced and informed when it comes to email marketing and therefore have set higher expectations for “trustworthy” emails. According to the Social Breakup, 77% of online consumers say they’ve become more cautious about giving companies their email address over the past year.  As a small business, you must work to create emails that are targeted, personalized, and relevant to the customers receiving them. You need to have a clear understanding of your audience and their needs in order to create effective messages that will interest and engage them. Failure to do so will quickly result in an unsubscribe as poor email marketing is not tolerated by consumers. Your business is not simply competing with others in your industry; consumers now compare each email you send to all emails they receive.

Check out the profile below for quick stats about email subscribers from Exact Target:

How do your unsubscribe numbers look? Do you have any useful tips that you utilize to prevent customers from unsubscribing to your email? We would love to hear from you!

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