The Complex Challenge of Repairing Customer Trust
The article of “The Complex Challenge of Repairing Customer Trust” written by Paul Korzeniowski is published in June 1, 2013 by Customer Relationship Management (CRM) Magazine. The article is describing how the social media affects on the relationship between company and customers, as well as on row to ensure their relationship to become much better and customers’ pledge of their loyalty towards the company. Social media is using technology to improve the business process and customers’ trust. There are many types of factor that are discussed by different authors. Besides that, there are also many points of view on the complex challenge of repairing customer’s trust through social media. Thus, this article states those problems involving in social media and provides solutions. Summary
From the article titled “The Complex Challenge of Repairing Customer Trust”, it has stated that the measurements to gain customer trust is dynamic and challenging, because companies have expand their definition frequently and therefore the corresponding measurements of trust. Social media provides business with fascinating chances to strengthen the bond with customers. The first way that recommended in this article to repair and gain customer trust is by using the power of e-commerce. Businesses may create online communities and forums to get some feedback from their customers. In addition, full time employees are needed to monitor and respond to issues raised there as well as on other social networking sites. Besides, businesses must alert the value of transparency. So, using social media to talk about company problem and outline possible solutions can be another proactive step to gain the customers trust. The online communication channel such as Twitter is using by corporations to update customers about the problem solving solutions. Furthermore, a company should clarify their goals in order for changing both customer and company relationship to become better. Customers will trust on a company when the company is able to accomplish what they have promise and is dedicated to work on it. Kroghurd provides some recommendations that help company to clarify their goals internally. For example, company must have a clear brand promise for
customers. Lastly, company should take extra step whenever encounter a problem. Customers are able to communicate with company through various media platforms. Therefore, these platforms offer businesses an opportunity to realize the preference and problem of customers.
The general concept being highlighted in this article is about obtaining customer trust through the chamber of social networking. We think that, old marketing approaches have to be replaced as people nowadays are different. For instance, marketing nowadays is not only buy and sell but is about building long term relationship. Looking onto the new era of marketing, we felt that, gaining trust from customer is important to build a long term relationship. This is supported by a professor and former Dean of MIT Sloan School of Management, Dr. Glen L. Urban has come out with a concept of trust-based marketing which is a marketing theory based on building consumer’s relationships through trustworthy dialogue and unbiased information. Hence, building customer trust is essential. It is said that one needs to be dynamic and challenging as social media is now been broadly used. According to Joakim Nilsson, social media is an enabling medium to gain customer’s trust. Thus, we found that the general concept of this article is being accepted. There are few parts highlighted in this article which we found are convincing. We found that social media is a helpful yet fascinating tool to build customer trust which it provides a medium to enclose the customer relationships. Some of the business even extended in e-commerce line, such as “Alibaba”, a china marketing website that allow people even from overseas to complete buy and sell processes. From the article, it sounds customers can be easily get connected every single moment by social networking chambers. Now, the usage of social networking is one of the trends. According to trendwatching.com, there are 2.4 billion internet subscribers around the world. Hence, we think that internet has been taken over the chambers of connection. In the usage of smart gadgets such as smart phones, tablet PC, laptop and so on, the first thing upon switching on the gadget is to get connected to the internet connection. According to the research in business magazines, it shows most of the restaurant provide Facebook fans page or a website or even both of them. Thus, we think that
e-commerce is being used widely. We found that this article is being discussed objectively. From our point of view, gaining customers’ trust by social media is essential. This article compounded few quotations of the top management of associations as evidence to support the key point. For instance, words of the Future Company’s Smith are often used in the example of the key points. Furthermore, we noticed that the idea suggested is being well explained with the elaboration. In addition, each time a new idea is introduced, the goal of gaining customer trust is illustrated to be clearer. As we can see the structure of the points illustration is with a flow at which the points is being discussed as background introduction, providing an example, then the paragraph come after that will provide the solutions if the problem is stated. Then, again we have been convinced on trust-based marketing. Next, the points and ideas presented in this article are valid and reliable. As stated in the above, the flow of the passages is well organized with supporting examples and elaboration and thus is valid. Each of the problems provided in the passage is come with a ready solution. As stated in the point of the value of transparency, it is stated that there should be no secret between consumers and the brand. The brand should create a transparent atmosphere as to let the consumers know more about the detail of their products. For the problem arise in the same paragraph, the solution is given where the details can be discussed through social media. Besides, the article is cited in APA form thus the sources are reliable. Lastly, the writing style and text structure is understandable. The text structure is in a business manner where business terminology is being practiced. For instance, the term leveraging stands for how forces are being combine, where the resources are being brought together to achieve a common goal. This shows the article is presented in a professional manner. The writing style of this article is being illustrated with clear examples and elaborations. Every point in bold is supported with three paragraphs, introduction, the basic, general background, then body which is a relevant and supporting example with also a problem solving paragraph before proceeding to the next point.
This is a good article and we would like to recommend this article to every
leader, manager and supervisor. We advise that company should be proactive in using social media as an effective tool for them to communicate with customers and change their relationship for the better. This will give an opportunity for company to recognize the need and want of customers since social media allows everyone feel free to speak. Thus, social media makes businesses become easier to monitor trust issues and developments to meet the satisfaction of customers. In short, customers will trust on a company when a company is able to accomplish what they have promise and is dedicated to work on it. (1,246 words excluding cover and reference pages.)
1. Paul Korzeniowski. (2013). The complex challenge of repairing customer trust. In Information Today, Inc. (ITI) PRIVACY/COOKIES POLICY. Retrieved from http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-Complex-Challenge-of-Repairing-Customer-Trust-89982.aspx 2. Paul Korzeniowski. (2011). The shifting e-commerce marketplace. In Information Today, Inc. (ITI) PRIVACY/COOKIES POLICY. Retrieved from http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/The-Shifting-e-Commerce-Marketplace-75991.aspx 3. Paul Korzeniowski. (2006). Sap offers customers benchmarking aids. In Information Today, Inc. (ITI) PRIVACY/COOKIES POLICY. Retrieved from http://www.destinationcrm.com/Articles/CRM-News/Daily-News/SAP-Offers-Customers-Benchmarking-Aids-42371.aspx 4. 10 crucial consumer trend for 2013. In (2013). Retrieved from http://www.trendwatching.com/trends/10trends2013/ 5. Mary Meeker., & Liang Wu, (2013). Retrieved from http://www.kpcb.com/insights/2013-internet-trends 6. Paul Korzeniowski. (2006). High performance. In Paul Korzeniowski (Ed.), Information Today, Inc. (ITI) PRIVACY/COOKIES POLICY. Retrieved from http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/High-Performance-42467.aspx 7. Paul Korzeniowski. (2008). Crm searches for search. In Information Today, Inc. (ITI) PRIVACY/COOKIES POLICY. Retrieved from http://www.destinationcrm.com/Articles/Editorial/Magazine-Features/CRM-Searches-for-Search-50146.aspx 8. Paul Korzeniowski. (2011). Qm picture grows blurry. In Information Today, Inc. (ITI) PRIVACY/COOKIES POLICY. Retrieved