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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)
 

Social web's customer loyalty impact turns viral

The consumer conversations taking place on the social web about poor customer experiences can negatively impact an organisations' bottom line and reputation, according to a survey commissioned by RightNow, investigating how Australian consumers want organisations to engage with them through web sites such as Twitter, YouTube and Facebook.

The study found that nearly one-quarter (23%) of online consumers have boycotted an organisation after reading a negative comment on the social web about how that organisation treats its customers. Of those boycotting organisations in this way, 42% said they had previously been a customer of the organisation.

The prolific use of social networks by consumers, and their willingness to create their own content, serves to compound the impact of negative customer experiences on a brand's reputation. Among the survey's main findings:

While negative consumer-to-consumer (C2C) conversations or comments on the social web can have a detrimental effect on consumer spending, RightNow observed that there is also potential for companies to engage and interact with consumers in a positive way through the social web, to help foster brand loyalty and to turn 'badvocates' into advocates. For example:

Similarly, for companies that are successfully engaging consumers on the social web, whether through direct dialogue or carefully executed advertising campaigns, there is still a significant opportunity to generate more sales:

The study also asked consumers to identify the industries they were most likely to post a comment about on the social web, and whether their comment would be positive or negative:

According to Brett Waters, RightNow's vice president for Asia Pacific South, "This serves as a warning for all organisations, both commercial and public, that ignoring the viral nature of the social web can harm both revenue and popularity. Consumers want interaction through these sites, but only when companies take a considered approach."


Sources: RightNow Technologies /
The Marketing Factbook.
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    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)
 
Copyright © 2001-2025 Peter J. Clark