How to turn customer complaints into conversations

Social media is a powerful tool for brands to keep tabs on what their customers are saying. How can you use it to turn complaints into positive conversations?

Actively participating in hundreds of customer conversations takes time and resources and, particularly for large companies, presenting a united front can be a challenge.

This was the case for 1&1 Internet, a large German Internet Service Provider. Working with Hootsuite they were able to use social media to increase positive customer sentiment by 20 per cent and boost social media conversations around their brand and products by 35 per cent in just under a year.

The secret, according to Hootsuite, was in the company’s commitment to integrating teams from different departments and countries into a centralised organisation.

1&1 Internet introduced all relevant departments — from Marketing and HR to Customer Service and Product Management — gradually, keeping their management team involved from start to finish.

As Hootsuite write in new case study: “By increasing engagement on social media, 1&1 Internet was able to create positive conversations with customers, solve potential issues in real time and improve customer satisfaction in an active and measureable way.”

To learn how your organisation can do the same fill in the form below and download your free case study.

Subscribe to get your daily business insights

Whitepapers

US Mobile Streaming Behavior
Whitepaper | Mobile

US Mobile Streaming Behavior

5y

US Mobile Streaming Behavior

Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...

View resource
Winning the Data Game: Digital Analytics Tactics for Media Groups
Whitepaper | Analyzing Customer Data

Winning the Data Game: Digital Analytics Tactics for Media Groups

5y

Winning the Data Game: Digital Analytics Tactics f...

Data is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...

View resource
Learning to win the talent war: how digital marketing can develop its people
Whitepaper | Digital Marketing

Learning to win the talent war: how digital marketing can develop its peopl...

2y

Learning to win the talent war: how digital market...

This report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...

View resource
Engagement To Empowerment - Winning in Today's Experience Economy
Report | Digital Transformation

Engagement To Empowerment - Winning in Today's Experience Economy

1m

Engagement To Empowerment - Winning in Today's Exp...

Customers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...

View resource