By the way, you don't have to be everywhere,
Posted: Sun Jan 19, 2025 5:23 am
An important observation is that a negative post still often originates from a bad experience via a traditional channel. Via the telephone or in the store, for example. Good webcare is important, that is beyond dispute, but if the causes of the complaints are not addressed, webcare is nothing more than treating the symptoms .
From mass marketing to individualization of the customer relationship
Companies understand that the relationship must be a two-way street. The era of mass marketing is over. The ultimate goal of many companies is to develop a one-on-one relationship with the customer, preferably a partnership. An answer to the trend of ever-increasing individualization. However, this is not always successful.
In the meantime, we have to make do with ever-increasing customer segmentations. Traditional market research techniques have adapted to the new environment of what we now call big data . Big data analysis software makes it possible to trace segments of consumers with specific behaviors that a company can then respond to. Often with small steps, but steps forward.
A recommendation is not always trusted
In the past, the influence of companies on and during the different stages in the customer journey was quite large. That started with enticing the customer to come to the store or visit the website. Traditionally, companies did that mainly via owned media (for example, the company brochure or website) and paid media (for example, the TV commercial). Now, social media also increasingly influence that purchase incentive.
Traditionally, a customer shares his experiences with friends, acquaintances, colleagues. However, the days of a dissatisfied customer sharing his discomfort with twelve others and a satisfied customer with three others are long gone. On the internet, the reach is many, many times greater. Often, we do not even trust the recommendations of our friends, let alone of people we do not know. Or even worse, of companies themselves. This is also evident from the CCDNA study 2013.
graphic
The Growing Importance of a New Moment of Truth
It is no longer as simple as it used to be. Between the incentive to buy and the trip to the store, new behavior has emerged. The consumer first informs himself in all sorts of ways before he goes to the store. Who doesn't first orientate themselves on the internet before making a purchase? Young and old! You first look where the washing machine is the cheapest and whether there might even be one on offer. In fact, you already know almost everything about your new car before you visit the dealer. Reviews are often used in this process.
In this new situation, it is important that you as a company are easy to find online. And that goes beyond your own website. Your company must also come to the fore in other places on the virtual marketplace, such as (price) comparison sites. A new Moment of Truth has emerged, which is growing in importance.
as a company you thailand mobile phone number list have to dare to make choices. Focus. Whether or not to participate in an auction site is a clear choice of an energy supplier.
As a company, you can't influence the opinion of the consumer so easily via blog sites or Facebook. On the other hand, Twitter is a medium that offers companies many opportunities. You can approach customers with complaints with webcare in order to try to eliminate the dissatisfaction. That gives you as a company the chance to gain a satisfied customer and also show that to others, namely all their followers. Webcare helps to reverse negative reporting. At least, if you do it the right way .
'Zero moment of truth'
Conversely, as a webcare team, you can also get a good look at both the promoter and his followers on Twitter by responding to positive messages from promoters. If
you do not pay enough attention to this new Moment of Truth, you run a great risk that consumers who were looking for you will end up with a competitor who was easy to find. Google calls it the ' Zero Moment of Truth '. An even more important moment for industries, where brand loyalty is small due to the lack of distinctiveness between companies. The consumer then seeks refuge with the 'no frills' provider .
From mass marketing to individualization of the customer relationship
Companies understand that the relationship must be a two-way street. The era of mass marketing is over. The ultimate goal of many companies is to develop a one-on-one relationship with the customer, preferably a partnership. An answer to the trend of ever-increasing individualization. However, this is not always successful.
In the meantime, we have to make do with ever-increasing customer segmentations. Traditional market research techniques have adapted to the new environment of what we now call big data . Big data analysis software makes it possible to trace segments of consumers with specific behaviors that a company can then respond to. Often with small steps, but steps forward.
A recommendation is not always trusted
In the past, the influence of companies on and during the different stages in the customer journey was quite large. That started with enticing the customer to come to the store or visit the website. Traditionally, companies did that mainly via owned media (for example, the company brochure or website) and paid media (for example, the TV commercial). Now, social media also increasingly influence that purchase incentive.
Traditionally, a customer shares his experiences with friends, acquaintances, colleagues. However, the days of a dissatisfied customer sharing his discomfort with twelve others and a satisfied customer with three others are long gone. On the internet, the reach is many, many times greater. Often, we do not even trust the recommendations of our friends, let alone of people we do not know. Or even worse, of companies themselves. This is also evident from the CCDNA study 2013.
graphic
The Growing Importance of a New Moment of Truth
It is no longer as simple as it used to be. Between the incentive to buy and the trip to the store, new behavior has emerged. The consumer first informs himself in all sorts of ways before he goes to the store. Who doesn't first orientate themselves on the internet before making a purchase? Young and old! You first look where the washing machine is the cheapest and whether there might even be one on offer. In fact, you already know almost everything about your new car before you visit the dealer. Reviews are often used in this process.
In this new situation, it is important that you as a company are easy to find online. And that goes beyond your own website. Your company must also come to the fore in other places on the virtual marketplace, such as (price) comparison sites. A new Moment of Truth has emerged, which is growing in importance.
as a company you thailand mobile phone number list have to dare to make choices. Focus. Whether or not to participate in an auction site is a clear choice of an energy supplier.
As a company, you can't influence the opinion of the consumer so easily via blog sites or Facebook. On the other hand, Twitter is a medium that offers companies many opportunities. You can approach customers with complaints with webcare in order to try to eliminate the dissatisfaction. That gives you as a company the chance to gain a satisfied customer and also show that to others, namely all their followers. Webcare helps to reverse negative reporting. At least, if you do it the right way .
'Zero moment of truth'
Conversely, as a webcare team, you can also get a good look at both the promoter and his followers on Twitter by responding to positive messages from promoters. If
you do not pay enough attention to this new Moment of Truth, you run a great risk that consumers who were looking for you will end up with a competitor who was easy to find. Google calls it the ' Zero Moment of Truth '. An even more important moment for industries, where brand loyalty is small due to the lack of distinctiveness between companies. The consumer then seeks refuge with the 'no frills' provider .