Attack of the Customers!

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Diaper Disaster

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“The biggest innovation for the Pampers brand in the last 25 years.”

--Procter & Gamble, Feb., 2010

“I noticed that my daughter's skin was red and hot to the touch.”

-Rosana Shah, May, 2010

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Groundswell

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Relief

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“You can’t join a community at a time of crisis. You have to already be invested in the community. That requires investment of time, people, money.”

--Paul Fox, Director of corporate communications, P&G

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2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 20110123456789

10

Social Media Crises Reaching Mainstream Media

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Facebook14%

Community22%

Twitter18%

Blog20%

YouTube22%

Other4%

Where Crises Originate

New Channels of Complaint

Data source: Altimeter Group, 2011

Companies are quick to deploy the latest social media technology, yet most have not prepared for the threat of social media crises…we found that more than three-fourths could have been diminished or averted.

--Altimeter Group

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Glass Houses

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Glassdoor.com (left) enables employees to review their employer and swap salary information

The Consumer Products Safety Commission now encourages buyers to self-report unsafe products (below)

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Weapons of Choice

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I was amazed that my tiny corner of the Web was able to move people to take action. That affected what I say nowIt drove home to me how much power I have and how much difference my words make.

--Jessica Gottlieb, jessicagottlieb.com

“Motrin will pay a MUCH bigger price, as opposed to if they’d messed up in front of say, “Construction-Worker-Bloggers.” Mommy-Bloggers are not a voice to be messed with.”

--Peter Shankman, quoted in The New York Times

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Weapons of Choice

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"I definitely never expected it to become this big,“

--Kristen Christian, 27, quoted in the Los Angeles Times

"I think we may look back in a few years and say that this was the spark that caused a lot of people to say, 'Yes, credit unions are a better deal.'"

--Bill Cheney, chief executive, Credit Union National Assn

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Weapons of Choice

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 "1,132 united workers disliked this video.”

--One of more than 29,000 comments on YouTube

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Weapons of Choice

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Weapons of Choice: Hate Sites

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Weapons of Choice

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Four Types of Attack

Casual ComplainersThe background noise of customer relations

Risk: LowActivity: HighAggravation: Moderate

Strategy: Customer-focused policies

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@DavidTabango: Comcast really sucks.

Oh my god, yes it does.

Verizon sucks !! What the hell why don't

they fix the network ugh *slams door*

UsAirways sucks so bad. Been sitting on tarmac for over an hour. Initially said 5

minutes. Sigh

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Four Types of Attack

ExtortionistsMotivated by personal gain

Risk: ModerateActivity: LowAggravation: High

Strategy: Fight fire with fire

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One B&B owner who felt "coerced" into giving two customers their money back says the travel website has become a "monster".

--TheWeek (U.K), Nov., 2011

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Four Types of Attack

Committed CrusadersA Higher Calling

Risk: HighActivity: LowAggravation: High

Strategy: Facts and education

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USA Today photo

“Molly Katchpole’s open letter to Bank of America to withdraw the fee went viral. She closed her account, cutting up her

debit card on camera, and moved her money to a community bank. One month and 306,000 signatures later, she won: Bank of America removed the charge.”

--USA Today, Nov., 2011

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Four Types of Attack

Irritable InfluencersThrowing Their Weight Around

Risk: HighActivity: LowAggravation: High

Strategy: Remain calm, prepare to fall on your sword

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Attack-Proofing Your Organization

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Listen constantly Hope for the best; prepare for the

worst Are your policies customer-focused? Empathy matters more than apology When you screw up, admit it Never make it personal Always take the high road

“Every company is now sitting on electronic quicksand."

--Howard Rubenstein, PR guru

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Submit Session Feedback

Select the SugarCon Mobile App: 1) Tap on this session2) Tap on survey3) Submit your feedback

*Prizes for attendees who submit session feedback using the Mobile App

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#SCON12

Customer Success Panel