#9 Digital Marketing Journal.

 

The interesting journal article is from the link below: http://digitalmarketingmagazine.co.uk/customer-experience/how-digital-marketers-can-turn-unhappy-customers-into-brand-champions/1566

 

This journal article is about how Digital Marketers can turn Unhappy Customers into Brand Champions. Nowadays, more and more consumers will take actions to shows that they feel dissatisfied to the products or services. And those negative comment or consumer complaint can impact the sales volume and destroy the brand reputations. According to McKinsey researchers, “A high-impact recommendation—from a trusted friend conveying a relevant message, for example—is up to 50 times more likely to trigger a purchase than is a low-impact recommendation.” As you can see business’s success greatly depends on the consumer satisfaction.

So how the how digital marketers can turn unhappy customers into brand champions? This article has mentioned some tips. The marketers will listen to the consumers and act on what they hear. If the complaint is acknowledged, then that is often enough to take the heat out of the situation and prevent customers from taking to social media with their negative view of the business. Acknowledgement might be as simple as replying to a negative comment: “We are sorry you had a bad experience with us. We are making improvements to X, Y and Z.” It is important to provide a customer-friendly feedback mechanism to collect the consumer data which means to make it easy for consumer to provide feedback. If there is no way for consumers to share their feedback, they may post it on social network site. But when a savvy online business actively asks customers to review the products or service they received, the majority of feedback is positive. Communication between company and consumer is also vital. Design opportunities for consumer to talk to the business, collect the data and use the data to info the products or services design.

To summarize, company cannot focus on the unhappy consumers but listen and communicate with them to understand the needs of them.

 

Write by logan,jade and alex.