How to turn customer complaints into conversations
Social media is a powerful tool for brands to keep tabs on what their customers are saying. How can you use it to turn complaints into positive conversations?
Social media is a powerful tool for brands to keep tabs on what their customers are saying. How can you use it to turn complaints into positive conversations?
Actively participating in hundreds of customer conversations takes time and resources and, particularly for large companies, presenting a united front can be a challenge.
This was the case for 1&1 Internet, a large German Internet Service Provider. Working with Hootsuite they were able to use social media to increase positive customer sentiment by 20 per cent and boost social media conversations around their brand and products by 35 per cent in just under a year.
The secret, according to Hootsuite, was in the company’s commitment to integrating teams from different departments and countries into a centralised organisation.
1&1 Internet introduced all relevant departments — from Marketing and HR to Customer Service and Product Management — gradually, keeping their management team involved from start to finish.
As Hootsuite write in new case study: “By increasing engagement on social media, 1&1 Internet was able to create positive conversations with customers, solve potential issues in real time and improve customer satisfaction in an active and measureable way.”
To learn how your organisation can do the same fill in the form below and download your free case study.
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The only conversation i would advise with 1&1 Internet is: GOODBYE.