Lecture 8/9: Webcare Flashcards
Webcare: two-pronged approach
- create brand generated content
- in the brand’s own page
- through influencers
- Managing within the realm of advertising - managing conversation with consumers online
- public relations
Why is webcare so important?
it is observed by the crowd!
The role of the bystander: Those observing base their judgement on the communication exchange that is visible online because that is all the information they have available. Which theory fits with this?
Signalling theory: people rely on specific signal in order to reduce the uncertainty about their decisions
Defintions of Webcare
“The online interactions between organizations and consumers about consumer questions, complaints, and experiences with regard to the organization’s products or services”
- Kerkhof & Dijkmans, 2019
“Webcare is the act of engaging in online communication to participate in online conversation with consumers and to respond to consumer reviews”
- Casado-Díaz, Andreu, Beckmann, & Miller, 2020
What is webcare?
replying to comments on social media
- on consumers’ own page
- on the pages of the organization
replying to online reviews
- on review platfotms
- on sales websites
- on brands’ own page
What do studies say about responding to eWOM?
Most studies suggest a positive effect of responding to eWOM: when businesses have the necessary means, providing webcare is, by default, the best way to manage eWOM
What do studies say about responding to positive and/or negative eWOM?
Responding to negative eWOM =positive effect, including on financial performance
Responding to positive WOM = negative effect, on sales revenue: we advise managers to leave positive reviews unanswered, especially in the case of scares resources to reply in a personalized manner
WHO should respond?
There are benefits of having other consumers replying to eWOM; businesses could think of setting up ambassadorship programs or other ways to encourage satisfied customers to join the conversation
Webcare (especially towards negative review) should have a high level of ownership (i.e. signed with the name of the person responding)
There is a negative effect on financial performance when managers reply and no difference in attitude towards the brand between answers from managers and staff members
WHEN to respond?
As fast as possible: webcare given within a short time frame leads to the most favourable outcomes
WHERE to respond?
Reply to eWOM regardless of the platform, but bear in mind that responding can sometimes lead to privacy infringement feelings
Firms should publicly contact complaints and invite them to engage in a private conversation, especially when the interaction is in an early stage
HOW to response?
- In a tailored/personalized manner
- Using a conversation human tone (but not too informal) and showing empathy
- Long and detailed replies, especially to negative revies
- Accommodative webcare (e.g. apologizing, offering compensation)
-> positive outcomes (compared to defensive webcare) when managing NWOM
-A combination of accommodative strategies (for instance, apologizing, explaining and, when possible, offering compensation)
->most positive outcomes - Defensiveness is preferable when the reviews mention mismatched preferences, unrealistic expectations or occasionally unreasonableness
Apologies and Webcare | van Hooijdonk & Liebrecht, 2021: What is the focus on in this paper?
- How do airline companies offer apologies to complaining customers on Twitter?
- How does offering an apology with and without a defensive and/or accommodative strategy affect passengers’ perception of the airline’s reputation?
Apologies and Webcare | van Hooijdonk & Liebrecht, 2021: What is the accommodative webcare strategy?
apology and corrective action: indicating that the risk of service failure would be reduced in the near future
e.g. “a new baggage basement will open soon which reduces the risk of lost luggage”
Apologies and Webcare | van Hooijdonk & Liebrecht, 2021: What is the defensive webcare strategy?
justification: giving more information about the cause of the service failure
e.g. “Due to a fault in the baggage handling system at Schiphol your suitcase remained behind”
Apologies and Webcare | van Hooijdonk & Liebrecht, 2021: Who is to blame when using a accommodative response?
Accommodative responses are used to communicate a high degree of responsibility