Do Customers Feel Ignored By Big Brands?
American consumers are slowly realizing the potential of social media to express their opinions. Companies are in turn improving loyalty towards the brand by engaging in conversations on Twitter, Facebook and other social media sites. However, some brands do not offer any collaborative tools to the customers.
Big Brands do not care what their customers have to say
A recent survey showed that about 50% of Americans maintain that their favorite brands are not interested in listening to their ideas.
When it came to the top tier companies that were explored, a fifth of the people who participated in the survey held the retail giant Walmart to be the least collaborative of all the companies, followed by the electronics giant Apple, the burger giant McDonald’s and the furniture giant IKEA.
There are more complaints against big companies and customers of them feel like they are heard less. Without a mechanism in place for customer collaboration, brands will miss out on critical conversations and not be able to provide the services and products that they ask for.
Walmart has recently taken efforts towards better customer appeal by offering to trade-in video games, Walmart To-Go and in-store initiatives, but the moves did not seem to resonate as much with customers, who called out the company for its lack of collaboration.
Customers will end taking control
IKEA is a stand out example of how much customers want to collaborate online with the brands. In this case, customers created IKEA Fans, their own online group. In a bid to make the experience more personal, they have made their own blogs, galleries and forums. Since the conversation is not taking place in the official channel, the company cannot chime in to reap the rewards from such an influential and passionate group of customers.
Some Brands Have Got It Right
20% of the Americans agreed that Google was, without exception, the most collaborative company.
Programs like the Google Glass for “explorers” are designed to focus on the customer feedback on the product. This is more or less the type of collaboration that customers in America look for.
Nearly a fourth of the customers wanted to engage collaboratively with brands about their future offerings. Other ways of collaboration that they wanted, include interaction regarding offers and promotions and usage guidelines for the product.
Companies need more engaging ways to collaborate more effectively with the customers. For any company, it is better to get feedback in a forum where customers are invited to pitch in, than in an outside channel that limits the ability of the brand to communicate with its customers.