Consumer Complaints: What’s at Stake
Anybody anywhere can post a comment, good or bad, about your company, your product, your brand, your staff, your customers, your …
Reacting swiftly to negative comments and acting positively to deal with consumer backlash can stop a potentially expensive problem before it gets out of hand.
The first step to achieve this is being able to identify what people on the internet are posting about you, your products and your stakeholders and being able to do this extremely quickly.
Digimind can help you spot trouble early on.
1. DCF Search & Online Reputation
Using the DCF search and the online reputation tab in the search results dashboard, you can have an instant snapshot of what has been posted onto the internet from twitterers, bloggers, and other social media users. In this example from Cofidis following the arrest of one of their cyclists for suspecting doping during The Tour de France, you can see both the type of comments being made:
and just how quickly bad news can spread:
Using the other analysis on the online reputation page it is easy to get a good idea of the trending concepts associated with your brand or product.
2. Following a specific Twitter account, Blog or Forum
During an ongoing CI project you are likely to come across influential people in your sector, be they consumers, celebrities, politicians, key opinion leaders. You may want to keep a close eye on what certain people are saying about you.
You can follow a single Twitter account or a group of like-minded twitterers in a Digimind agent. You can do the same with bloggers and forums. If you have a URL you can easily add this to your agent and then start tracking what is being said.
3. Use Keywords in an agent
You can set up an agent that will use Digimind’s algorithms to monitor blogs, forums, Twitter and public accounts in Facebook. In this way you can keep an eye on a large number of people and follow what they are saying about a topic, a company, a person, a brand.
4. Find the Influencer: Influence Analysis
And yet, most of the time negative comments are under the radar. The consumer who had a one-off but very miserable time in an airport or at your restaurant, in your hotel, with your after-sales service, etc. also has a voice.
On a tab in a dashboard you can display the influencer analysis to show not only who is talking about you and how many people they can reach, but also if the tone of their postings is positive, negative or neutral. This analysis lets you track Twitter, forums, blogs and websites.
In the example below, for which the name of the brand will remain confidential, it is clear that the second twitterer in the list is building up negative buzz for the brand in question.
Clicking on the “Engage” button to the right means you can start communicating directly with this consumer or commentator using one of the social media accounts you have preconfigured.
5. Consumer Opinion Sites
There are now many online sites where consumers can vent their feelings, let off steam and at the same time create bad publicity for you and your competitors. With Digimind you can track these sites so that any time your company, brand or product is mentioned you’ll be alerted, and therefore in a better position to react quickly.
There are general sites, that deal with all types of sector, product and company, and there are also specialized sites that look at only one sector, say tourism, cars, beauty products etc.
To get you started, here are five sites that may already be talking about you.
By adding these sources to a Digimind agent you’ll be keeping yourself informed about what your consumers are saying about you.