It seems inevitable that with all the social networking options available, a disgruntled customer may take it upon themselves to be a one-person marketing campaign aimed at some negative situation they had and attach your company’s name all over the place.
This is just the kind of situation to avoid.
Customer complaints were once funneled deep into the bowels of a corporation, with the promise of making it a bullet item on some presenatation that would some day justify a requisition for some big change that takes year to put into place.
Now, customer complaints trigger a different mechanism. With proper management of customer feedback in place, a specific item mentioned by a customer can be looked into, rectified, and the first contact that takes place to the customer is the reassurance that the problem they faced has been resolved.
Further followup with this same customer is recommended, only to be sure a potential detractor becomes a promoter.
All of the customer followup and resolutions become board level topics. The process of doing the followup is now as important as the implementation of the fix-it measure, itself.
So says CableCom Productions of London, a telephone and Internet service provider.