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When customer experience isn’t what you expected or wanted

Responsiveness cuts both ways in a digitally engaged business environment. Find out more in this article by Bruce Billson.
A man overwhelmed by his business
© Deakin University
Responsiveness cuts both ways in a digitally engaged business environment.
Being more accessible and interacting with your customers through your SME digital engagement activity can open your business up to customer feedback that might not be what you’d hoped for.
A critical comment on the service provided, negative feedback on a product you may have sold or a hostile observation about a perceived lack of responsiveness can convey a less-than-positive picture about your business.
So what do you do? We’ve examined how digital engagement is central to ‘getting closer’ to your customers, building a relationship with your audience and demonstrating a sincere desire to meet and exceed expectations. Simply ignoring negative feedback or adverse commentary will be read as incompatible with the goals of a business’s digital engagement.
How you respond will tell your audience, customers and prospective customers potentially as much about being a client of your business as will months and months of carefully considered outreach.

Your task

Search for an online negative review where an aggrieved customer has turned to social media to convey their disappointment in a product or service.
How would you rate the business’s response, having considered tips from one or two of the articles below?
© Deakin University
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SMEs and Digital Engagement

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