追蹤並回應社群意見
Posted in Blogosphere, Marketing Thought on May 10th, 2008
Forrester Research在5/3推出了一份投影片，內容除了賣新書外，主要提到如何建立一致性的網路社群策略。其中以Dell作為案例，正巧呼應了上回寫的這篇 - 我搜尋到公司或產品的負面資訊 怎麼辦 ：
首先Dell的產品惹上知名部落客 Jeff Jarvis：
Dell Hell begins
June 21, 2005
Dell lies. Dell sucks.
I just got a new Dell laptop and paid a fortune for the four-year, in-home service.
The machine is a lemon and the service is a lie.
I’m having all kinds of trouble with the hardware: overheats, network doesn’t work, maxes out on CPU usage. It’s a lemon.
But what really irks me is that they say if they sent someone to my home — which I paid for — he wouldn’t have the parts, so I might as well just send the machine in and lose it for 7-10 days — plus the time going through this crap. So I have this new machine and paid for them to #@%*ING FIX IT IN MY HOUSE and they don’t and I lose it for two weeks.
DELL SUCKS. DELL LIES. Put that in your Google and smoke it, Dell.
接著是DELL的危機處理方式：
Dell begins monitoring and resolving blogger complaints
- February 2006: Dell trains an elite group in Customer Service to search and find bloggers writing about problems with Dell
- Customer Service then contacts the blogger to address the problem
- Monitoring software like BuzzMetrics, Cymfony, BuzzLogic, and Visible Technologies help with the monitoring and response
投影片的結論：
- Focus on the relationships, not the technologies
- Choose an objective you can measure
- Find your passionate revolutionaries
- Line up executive support
- Start small, think big
最讓我佩服的還是Dell拿出魄力，訓練了一群精英客服部隊，四處蒐集網路意見；您可曾聽過哪家公司的客服會主動出擊？今天能少接到幾通抱怨電話就偷笑了吧！(笑)
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