To Complain or Not to Complain

We have learned in emarketingclass that the internet has been a big facilitator in the change in power from sellers to buyers. We are no longer a supply and demand nation. Focus on entrepreneurship leads to much competition in the market place with everything from athletic apparel to roller bearings. As a result, marketing staff is required to find what people need. However, what people need sometimes goes beyond simply purchasing the product or service. Maintaining customer satisfaction with the brand or product is necessary to compete. The internet has made it increasingly easy for both consumers to get their voices heard and for companies to become aware of customer complaints. The World Wide Web has made for the death of distance, so when comments are posted, they can be immediately corrected.


Tamara E. Holmes writes about a woman whose flight was delayed four hours. Says Elaine Walker, “We passed the departure time and there were no announcements made,”. She was madder that the airline staff kept the passengers in the dark rather than simply acknowledging the delay. The story was not about bad airline service, though. Ms. Walker decided to write a formal complaint online to the airline. In turn, the airline responded by apologizing and giving her vouchers for her next flight.


Many unsatisfied customers simply leave angry and never directly express their concern to the company. Not only does the article emphasize the shift in power to the consumers, it informs readers how to voice their concerns properly by doing so online. Also mentioned from spokeswoman Sheila Adkins of the Better Business Bureau, “When a consumer files a complaint with the Better Business Bureau, we ask them first to submit it in writing on our Website”. After contacting the company in question, they have the option of working with the unsatisfied customer to right the wrong. The BBB does not have the authority to force the company to make amends. However, many companies are very interested in upholding their brand image and they do not want to be marred by a complaint as such.


There are also a variety of sites dedicated to voicing complaints about companies. This is very important for marketers to monitor. Not only must the company monitor its own website for complaints, they must also keep track of how the brand is portrayed elsewhere. From the class exercise, we learned that blogs, reviews, ad anti-product websites are many popular ways for consumers to voice opinions. E-marketers must also be aware of other means available such as complaint driven websites. How then might a company stay on top of brand image? The internet can be a very useful tool in managing customer relationships or it could be your brand’s demise. New sites pop up every day, and the effective marketer knows both how to find problems that may arise and how to fix them on the double.


Holmes leaves readers with a number of options to choose from. Knowing that companies want to amend any issues regarding satisfaction, the most obvious choice would be to write directly to the company. They get the message directly and most times immediately. Most companies would prefer this method because it ensures to an extent some privacy regarding the complaint. This method would apply to most people who simply just want to be heard. The perks of getting a “free lunch” are often an added bonus. However, some “terrorists” do not want to be reasoned with, and they may create a hate page dedicated to your product. Not every consumer can be reasoned with, however these sites must still be monitored so that expressed problems can be fixed. A firm might not be able to win everyone over, but it can definitely fix problems so they do not occur again.


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