What happened 20 years ago when someone bought a product and was not satisfied? He returned at the store? Counted for the neighbor? No one has doubts about the power of an upset customer complaint. The difference today is that with the internet available for (almost) everybody, what before was limited for your circle of friends, now is spread around the world.
Nowadays, if the client doesn’t like something, it accesses social networks in the cell phone and make complaints instantly. The negative testimony has links with the company name and product type. Soon appear other unhappy costumers to share their experiences and wouldn’t recommend the brand.
Companies should to be aware of consumer movement. It is also very important to make sure that the customer support service is simple and quick.
But, it was not always like this. In 2005, the testimony of the American journalist Jeff Jarvis has changed the way that costumers and companies were looking for the complaints. Jarvis bought a computer from Dell, which had defects. After trying several times to contact the company and the problem is not resolved, he decided to share the situation on the internet. He has published on his personal blog a text titled Dell Hell. In the text, the journalist detailing all the problems we had with Dell.
|The term has become a symbol of unhappy customers|
Soon, the blog had hundreds of views. Many people also shared similar problems. Complaints generated a huge negative effect for Dell, which began to lose market to Apple. To try to reverse the problem, Dell hired a team to meet claims on the Internet and monitor complaints.
What is the conclusion?
When a customer chooses to purchase a brand, his relationship with the company is just beginning. Of course, it is very difficult to sell a product that has 100% satisfaction. There will always be a customer that hadn’t fully met expectations. But companies need to know to deal with it. Defects in products often annoy the customer, but the difficulty to solve the problem irritates much more. Therefore, in times of social networks, where everyone has space to talk, the best for the companies is paying attention to complaints. Nowadays, the costumer’s power is bigger and stronger, because the costumers are together on the internet.
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