Social media users increasingly talk online about their consumption experiences – good and bad. Such comments can influence other buyers’ purchase decisions, are a source of insight for the firm and represent a service recovery opportunity. Yet, numerous examples show that, when handled poorly, online customer feedback can degenerate into public relations nightmares and produce costly damage. Therefore, it is critical to understand how organisations should handle customers’ comments on social media.
Professor Moira Clark of Henley Business School and I are investigating best practice in customer service via social media. We would appreciate if you could let us know:
- In your opinion, which firms handle customer interaction on social media well? Please let us know what type of interaction you are referring to (e.g., dealing with a complaint, responding to a positive comment, answering a question)
- What is particularly good about those interactions?
Thank you in advance for your support.