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May 31, 2011 By Buffie Baril 1 Comment

Social Networking is Forcing Businesses to Step it Up

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Social Media for Networking

In today’s world of social networking and product reviews, businesses are being publicly held accountable more than ever.

This is exactly what happened recently to Macy’s. It seems 48% of their customer complaints were focused on interactions with sales associates.

This poor reputation for bad service was vocalized on social networking sites that enable customers to broadcast negative experiences. On Twitter one customer wrote, “I remember why I don’t shop at Macy’s or Macys.com. Worst customer service ever.” Similar comments were shared on the company’s Facebook page.

Because of digital and portable technology, consumers no longer have to take the time to hand write a letter to a company. They can simply type a quick comment or email to them immediately after the experience using their mobile device.

Macy’s has since turned this negative feedback into a new training program called Magic Selling to all 130,000 of its associates. The acronym “Magic” stands for “Meet and make a connection,” “Ask questions and listen,” “Give options and give advice,” “Inspire to buy,” and “Celebrate the purchase.”

I hope their associates can remember all of that! At Nashville Wraps, our philosophy is simple – “Treat others as you want to be treated.” We believe customers want to be treated as people, not transactions.

If you do receive negative comments on your Facebook page or blog for example, don’t delete them or ignore them. Take a proactive response and let customers see how you are solving the problem. If it is an unfounded comment, your loyal customers will defend you.

Dominos Pizza recently turned around negative customer experiences on food blogs and employee YouTube videos that made the company look bad. After comments that included “the sauce tastes like ketchup,” and “the crust tastes like cardboard,” they knew they had to make a change.

Dominos decided to use social media to their advantage by listening to their customer complaints and responding with a better product because their pizza was finishing last in consumer taste tests.

After two years of research, they completely changed their pizza recipe and promoted it in their advertising and through a new website launch – http://pizzaturnaround.com/. Dominos is encouraging consumers to try the new pizza and offer feedback on Twitter, Facebook and YouTube.

Their aggressive marketing efforts paid off. The company reported a double-digit sales increase in third-quarter sales last year. Thanks to mobile pizza orders from iPhones, sales remain strong.

You don’t have to let your business get far off the mark like Macy’s and Dominos did. If you listen and respond to your customers daily like we try to do here at Nashville Wraps, you can resolve most issues before they turn into big problems.

Also, build your business by The Golden Rule, and your customers will find it a pleasure doing business with you.

Buffie Baril
Internet Advertising Manager
NashvilleWraps.com

Buffie Baril

Buffie Baril helps with digital marketing, online advertising, social media & content creation along with search engine optimization for Nashville Wraps. She loves learning, interior design, Apples to Apples and most of all her fabulous husband and three brilliant and very funny children.

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Filed Under: Retail Business, trends Tagged With: small business marketing, small business tips

Reader Interactions

Comments

  1. K Green says

    May 31, 2011 at 12:18 pm

    This is all so true – good job Buffie!

    I’d like to add my pet Social Media peeves too. I work from home a bunch and connect to my work desktop through my laptop that is probably not the fasted in the world. I also stay constantly in touch with my work email via my Blackberry. Slide shows and large images (over 1000 pixels) on web site home pages drive me crazy! They take forever to download and I usually give up and go elsewhere. Also, music – don’t get me wrong, I love music – I’m from Nashville for heaven’s sake! However, your choice of music might not be mine or anyone else’s for that matter and it slows down our connection too. This customer has a wonderful site -it actually has a slide show but her images are small and load quickly – no music! 🙂
    http://www.piggypaint.com/

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