Is social marketing turning customers into whiners?

Marketers could be shooting themselves in the foot by responding so promptly to complaints made via social networks, some industry-watchers say. Customers are starting to realize that bad-mouthing a brand on Twitter gets them a far faster and more sympathetic reaction than what they get from overwhelmed call-center operatives, and the organizational rift between the two experiences is only reinforcing the problem, experts note. “The consumer sees two completely different faces, and ultimately that kills credibility, erodes equity and more,” warns Nielsen executive Pete Blackshaw.  Advertising Age (tiered subscription model)


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