Organisations cannot satisfy every customer and have learnt the value of managing their complaints systems carefully.
However, social media has been a game changer. User-Generated Content has become the norm, with customers exhorted to be brutally honest to help other customers make better decisions. Many organisations have embraced social media but are finding that they are being hijacked by irate customers online. This even affects those organisations with no or limited social media presence as their products and/or services are discussed on social media irrespective.
This session explores customer complaining behaviour and subsequent attempts by organisations to recover via social media. Recent research will be examined, as well as real life examples of the good, the bad and the ugly!
Attending this webinar will give you more information about:
- Social Media Customer Complaining Behaviour
- Social Media Service Failure Identification
- Social Media Service Recovery
Speaker
Dr Karen Jones is a Lecturer in Management at Aston University, Birmingham UK, with over 20 years operations and management experience in the retail, logistics and property development sectors. She currently teaches post graduates and undergraduates students in such subjects as Service Marketing, Strategic Contract Management, Purchasing Principles in Global Supply Chains and Research Methods.
Originally graduating with a degree in Business Studies, Karen has also gained a Masters Degree in Marketing and a Masters in Retail Management; when she won the 2012 Technological University Dublin award for highest grades as well as the best dissertation. In 2021 Karen obtained her PhD investigating complaining and service recovery via social media, focusing on the retail sector. Her particular research interests include the use of social media in information exchange across the supply chain and the use of social media in reverse logistics in the retail sector.
She is a fellow of the Higher Education Authority and a member of the Chartered Institute of Marketing, the American Marketing Association and the Chartered Institute of Management.
Who is it for?
This webinar is open to marketing and CSR directors, senior and aspiring marketing professionals and those in management roles who are curious about marketing and keen to enhance or share their experience.
