Marketing is Listening, but is Customer Service?
Whether it is complaint or praise, chances are you aren’t shy about sharing what you think about companies on blogs, Twitter and user groups. But is anyone listening? Apparently, yes. IBM, Harrah’s and Microsoft are among companies who are using new technologies to find, filter and make sense out of what consumers are saying – and aren’t saying – about their brands online. According to the Wall Street Journal:
Then, they are incorporating those findings into their more-conventional research and using them not only to choose the overall themes of their marketing campaigns, but also specific text and photos for their ads. Once the campaigns are up and running, the companies and their ad firms are using the same Web-scanning technologies to gauge consumer reaction to their messages, and to fine-tune them to boost performance.
While its great to see companies paying attention to social media, I’d much rather see organizations responsible for customer service and customer experience mining this information. After all, when I have a complaint about a product, the solution is not for marketing to simply advertise around the issue. I want them to fix it.
Recent Comments