CMC Blog

Posted by Tom van Laer - @tvanlaer at 11:50 - 1 Comments

Companies are used to arguing their case. If you send in a complaint, you get an explanation in return. But if there is one thing complaining consumers do not want to hear, it is a dry list of facts. People who vent their emotions on the Internet want those emotions to be accepted. They want emotional relief. It works best to allow for that emotion. Therefore, companies should always begin with an apology and creatively tell the story from their perspective. For an excuse in itself indicates you show emotion; that you allow the other person's emotion. Whether a company is at fault or not, you can always apologise for what the customer is going through. It works better when this story is told by someone from the shop floor, instead of the company's spokesperson. People find a response from a spokesperson cheap. Moreover, a spokesperson is trained to present statements and arguments, whereas a frontline employee - the real service employee - is just an everyday man/woman who is in direct contact with the customers. If you let that employee present his story from his perspective, he will put a human face on the story. In fact, social media are about people sharing stories.

Latest comments 1 Comments

Ray said...
08 December 2012
That takes us up to the next level. Great potisng.

Comment

Captcha
Get Social & Share

Instagram

Latest from CMC Blog
Most active posts
How to Build a Billion Dollar App - 7 Comments
Posted by Creativity Marketing Centre @Creativitymktg
at 24/06/2015 7:49
Who's creative, who's not? - 3 Comments
Posted by Benjamin Voyer
at 09/11/2012 10:00
‘Growth hacking’, the new marketing trend in startups - 3 Comments
Posted by Vishal Kapadia - @vishkap
at 05/11/2012 15:10
The Vicious Spiral of Consumer Expectations of Creative Brands - 2 Comments
Posted by Benjamin Voyer
at 07/01/2013 12:45
Are retail stores dinosaurs? - 1 Comments
Posted by Minas Kastanakis
at 15/03/2013 10:37
Kristine de Valck, dry chicken, and paintball - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 05/03/2013 16:18
Shakespeare was wrong - 1 Comments
Posted by Peter Stephenson-Wright
at 12/02/2013 13:50
How should companies respond to stories in social media? - 1 Comments
Posted by Tom van Laer - @tvanlaer
at 19/11/2012 11:50
Value as process - 1 Comments
Posted by Vlad Glaveanu
at 16/11/2012 11:31
Latest posts
12th Annual London Campus Careers Fair our biggest yet!
Posted by ESCP Europe Business School
at 06/10/2017 6:14
ESCP Europe Business School (London) shortlisted for UK Business School of the Year
Posted by ESCP Europe Business School
at 07/09/2017 11:08
L’Oréal & BigPicture2017 : Shape the Future of the Industry of Beauty
Posted by ESCP Europe Business School
at 12/05/2017 6:33
Latest comments
On How to Build a Billion Dollar App by Free FIle Hosting
Tags

Anything in here will be replaced on browsers that support the canvas element

Authors