New research suggests mirroring the in-store experience online is the best way to deal with negative feedback.
Researchers from Monash University and Rutgers University claim effective intervention is vital as angry customers who publicly voice dissatisfaction online can severely damage a company’s brand.
Researchers suggest hiring customer service personnel trained in early intervention and emotional intelligence, and dedicating them to deal with online feedback.
This prompts online customers to vent more privately and allows conflict management strategies to be used immediately.
Neo Tesla
logged in via Twitter
I wonder why the research done by two universities defaults at the position of the company interest, rather than customers, ie. the public? (Both universities being public). The researchers provide advice as to how to "minimize the negative consequences" (of customer frustrations). But perhaps these consequences ought not to be minimized. Perhaps the damage inflicted on the brand and the company is well-deserved. What about that?
Alternatively, the researchers could (and perhaps should) have taken a neutral position, neither backing up the business interest, nor the customers. As it is, it's a bit sad (but not at all surprising) to see that the academic researchers siding with the corporate interests. Is that what is to become of universities, to be a mere consulting service to the business sector?
It's a brave new world, indeed.