Social Consumer Challenge to Traditional Brand Management - Business 2 Community http://t.co/otcY4CUokM
|Scooped by Oscar Joseph Catoto|
This article explains how brand management must adapt to the way consumers communicate and voice their opinions. The article still shows the importance of brand reputation and for how most consumers still prioritize brand reputation over the price when purchasing goods or services. For most companies traditional brand management managed their reputation by means of PR and advertising efforts. As effective as this is new technology has created new communication channels for customers and these efforts have become less effective.
The article explains on how customers are much more vocal with their purchases especially when the experience is negative. With this in mind companies us PR to try and scream louder than the negative feedback that customers with negative experiences voice out.
The article outlines how to manage brand management in the age of the social consumer. The author outlines 4 ideas that can help companies survive this age. The first, being that companies can no long control customer behaviour must not manipulate word of mouth as this could consequentially damage the brands reputation. Secondly, companies should avoid shutting out negative comments by customers but to understand and correct the negative experience they had with a positive reaction. Thirdly, a business must take on negative reviews as a way to improve their business. Finally, survey and scores retrieved from customers are not as accurate as they seem such as a net promoter score but often correlate.
The emphasis on this article to understand negative experience a customer has and instead of reacting in a negative manner or ignoring the issue but to understand and improve themselves based on the information given from the customer.