Now Consumers can claim online. How companies react and how to reach the user.
For businesses, the view of a client may be a blessing or a fatality. According to a Nielsen report, 78% of consumers said that the most effective advertising is the recommendation of the consumers. Previously, this power was controlled by one or two alternatives: pay thousands of dollars to have a famous use and advise the product and left available to anonymous users a book of complaints, either neat, well kept, where they accumulate critical . Then it was a matter of praying that the "word of mouth" is not disseminate more Beyond the district or group of friends. But now the claim or became 2.0 recommendation. EXPLOIT THE WEB
. Exploiting the specific sites for complaints, user blogs angry criticism in the Wall on Facebook or MySpace. And companies began to observe them. A trend that is generated posts monitoring agencies, employees who participate in the forums giving solutions and marketing analysts 24 hours a day surfing the web.
CUSTOMERS POWERFUL. Two years ago, as a kind of prediction, appeared OjoconOkko blog created by a client (previously) anonymous bought some knives in the local furniture and oriental objects Okko. The knives posted not lasted a month and trying to change not accept his return. Within hours, the blog received dozens of comments that soon became more than a hundred. To the surprise of the company, if someone introduced Google the word "Okko", appeared the local page of the blog followed claims. "The same thing happened to me!", "I will spread the word about this in the forum", "I will copy the complaint on my blog!", "I was about to buy something there, but this blog that starts right after local page warned me not to buy. Please advise, "read on responses that were multiplied in other areas of the site with a viral speed. Someone said something about a baby clothing store, another decided to do the same for purchases and the wave Garbarino was carried away by the current.
A year later, Guillermo Schulmeier SinSerif blogged about the failure of shoes he bought at Bensimon and will not accept the return. A week later, he posted we surprised, "without having communicated by any means with the company, I received a message in my email box with the subject 'BENSIMON'. In the message, expressing their concern about my problem with the shoes and I suggested who to contact to fix the problem. " According to his testimony, a few days, he was given a credit note for the amount of shoes.
"is that more and more companies are aware of what users and bloggers say about them. These sites are a big focus group with thousands of participants "said Daniela Hacker, who Noticiasdeconsumo website receives hundreds of inquiries. This new method is called webclaim. "Webclaims is a new concept that defines the practice of claiming, demanding and claiming in blogs, forums, YouTube and social networking," said Hacker.
"I spent a lot of times I posted something on my blog and contacted me. The other day Movistar and Claro started going to get the Iphone and they called me to tell Personnel so they were going to bring, "he said Leandro Zanoni decided to pull the reins and found Tercerclick.com, an agency survey and monitoring of these communities 2.0. "In addition to the comments, one can now take pictures of the object or see it running on YouTube. All this changes parameters of advertising. Enterprises are beginning to be vigilant and act accordingly. From that can target marketing campaigns or product change things. "
Tercerclick.com is one of the forerunners in the country engaged in monitoring what is said of the company on the web. "This year we grew 300% compared to last year. Imagine that a blog can have 15,000 visitors a day, three times to a magazine. "
OUT. In the United States and Europe, companies such as Coca Cola, McDonald's, Adidas and the phone heavyweights squeeze these spaces and do not underestimate the webclaims. "But in Argentina it is only beginning, many companies still do not know this." In TercerClick page, slogans are not minor highlighting: Nike, Motorola, Arnet and MTV.
Dereclamos , Speedyapesta, Telefórrica, Viajarcomoelorto, Comovacas, Psicofxp are some of the many sites devoted to webclaims. Dereclamos has its own top ten companies and top five complaints. Many of them are consulted by the media and some companies are hesitant to participate. "Obviously, companies are interested to know what they say about them. Several are available to affected users, apologize and resolve, "said Hacker. Movistar post in Dereclamos.com . Under some of the complaints, an employee is presented and provides a possible solution or a person who to contact.
webclaims
Although no legal weight, its importance gives them both the consumer and the company with a power that gradually begins to measure its scope.
Source: CriticaDigital.com.ar
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