Project Problem
PROMPT As described in Chapter 4, consumers typically choose from three courses of action when they are unhappy with a product or service: voice response, private response, or third-party response. As marketers, we WANT consumers to complain in a time and place where we can correct the situation, avoid an escalation, and collect valuable insights.
Share an example of a unhappy consumer who complained via *publicly visible* social media (e.g. Yelp, TripAdvisor, Twitter, Google). Embed in your response a screenshot of the initial complaint. Below the embedded screenshot, offer the requested information. Cite your book and other sources as needed.
PRO TIP: Your colleagues and I will lend more credibility to your ideas when you demonstrate your investment in research idea. Reference credible sources, including your text, to support your ideas.
1) Name of company
2) Details of the complaint: Who, what (topic of complaint), when (date complaint posted), where (which website), why (the reason for the complaint).
3) What outcome the user desired (or seemed to desire).
4) Whether, when, and how the company replied.
5) Whether, when, and how the issue was resolved.
6) Why should the firm be happy the user issued this voice response instead of using a private or third-party response?
7) What did the firm do well in this scenario?
8) With the feedback included in the complaint, how could the firm improve its social listening and/or marketing mix (product, price, distribution, promotions)? Why would these changes benefit the firm?
The response must include a reference list. Using Times New Roman 12 pnt font, double-space, one-inch margins, and APA style of writing and citations.