Natuurlijk is het leuk en interessant dat consumenten door internet heel eenvoudig via blogs, foto, video en audio hun mening kunnen geven over producten en diensten. Maar tegelijkertijd ook wel erg lastig. Want hoe ga je om met mensen die klachten over je bedrijf hebben? Want, we weten allemaal dat merken door online ‘word of mouth’ helemaal gemaakt kunnen worden, maar bij veel organisaties heerst de angst dat hun merk wordt gebroken.
Via Bijgespijkerd volgt een interessante case: UPC heeft sinds 2006 een zgn. Webcare team opgericht, waarmee iedere website en ieder forum en blog wordt afgestruind en werknemers op zoek gaan naar positieve en negatieve ervaringen van consumenten met het bedrijf. Hieruit blijkt dat het opspeuren van berichten tijdrovend kan zijn en wat kan kosten (bij UPC is 5 man fulltime bezig), maar dan heb je het wel over miljoenen klanten. En tegelijkertijd is de kans dat het zich terugverdient groot; de klanttevredenheid en het imago worden verbeterd, en UPC heeft veel positieve PR gekregen. Tja, wat weegt dan zwaarder? En inmiddels lijken de voordelen door meerdere bedrijven ontdekt; o.a. KPN, Ziggo en Vodafone hebben sinds 2008 ook een eigen Webcare team.
Als je aan de slag gaat met een webcare team, heeft UPC wel een aantal tips wanneer het werkt.
Het werkt als:
- het goed is ingebed in het bedrijf
- er duidelijke ‘rules of engagement’ zijn
- we meestal snel kunnen reageren en beloften nakomen
- we ons aan de feiten houden
- we met websavy medewerkers de juiste tone-of voice aanslaan
- we ons zelden laten provoceren tot heilloze discussies.
Zie ook het artikel op Bijgespijkerd en de interessante reacties.
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