Squeaky Wheel Syndrome. An exercise in damage control.
June 2, 2009
So you’ve done everything right. The creative looks great, the offer is irresistible and the list couldn’t be better. The program launches and ¡viola! the response rates are high and the consumer data you are gathering is useful to both you and your client.
Woot! Things are going great, what could possibly go wrong? Lots.
One of the recipients is like lion ready to strike. Armed with the power of the internet, he is convinced that he has been wronged and is just drooling at the opportunity to complain. LOUDLY. Mayhem is possible unless you have your wits together.
In today’s marketing world, consumers have more power than ever before. As consumers we can review products, services and the companies that supply them. We have the power and the right to blog and reinforce our personal tastes and experiences. But there are lions in the grass.
And as a marketer you need to be ready for them. Scan the blogs and forums, looking for your company’s name. If a hit comes up, have a plan of action. If the blog site is frequently visited, address the consumer’s concern and do your best to explain your side of the story.
Make sure that you are transparent; don’t pretend to be someone you aren’t. Full disclosure and honesty are the best policy. And oftentimes, the complaints are legitimate, so take this as an opportunity to listen to your customers to serve them better.
Know when to end the conversation. You do not have to have the last word. Internet arguments can be a long journey to nowhere, be aware of that and when you’ve said what you needed to, back off and listen.
internet trolls can be a problem in any marketing campaign
Do not shut the entire program down due to a squeaky wheel. I’ve had clients that have had response rates in excess of 6% with list numbers as high as 200,000 asking me if we should shut down a program because of a handful of complaints. Don’t do it! You are going to cause even bigger problems by shutting the program down. Do the math, when you send to numbers that high you are bound to get a few people looking for handouts via complaints, unfortunately that is just the nature of the beast.
In launching any program, especially those that have a high number of responders, you need to be prepared for trolls. I have always believed that it is wise advice to expect the best and prepare for the worst. When you are launching programs, you never know what kind of nutcase you are going to have at the receiving end.
I couldn’t agree more.
Beyond simply NOT shutting down a program due to the occasional squeaky wheel, EXPECT them and BENEFIT by them whenever possible. And it’s important to differentiate between the two types: legitimate grievances/suggestions and combat for the sake of combat.
The former is a positive for you no matter what. It’s not always possible to think of everything, and – despite planning, experience, best intentions, etc. – you may happen to miss the mark on a campaign. Complaints (regardless of the means by which they’re conveyed) may help steer you back on the next round.
The latter – combat for the sake of combat – should be expected. Ever read the blogs on a local news site – or even a national one? There’s a percentage of every population that loves to be heard and, usually, has nothing to say. Working in the direct marketing industry, I could cite many examples of how this is done – but then again, why put more ideas out there?
The point is, as Bill’s blog states very well, neither of these types of “negative” response should derail an otherwise successful program or campaign. Take the complaints for what they’re worth – which is, often, nothing more than a little (twisted) entertainment.