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BizReport : Mobile Marketing : October 24, 2011


What brands can learn from complainers

This holiday season along with the grinning faces ripping open the perfect gifts there will be some sad faces, too. Faces belonging to broken toy owners, shoppers who couldn't find everything on their lists and those faces with bad customer service. How can brands react quickly to those not 100% happy with their experience? A new app may help - and you won't have to wait until after Christmas to hear.

by Kristina Knight

complainapp.pngIt's called ComplainApp, available for iOS and Android platforms. It helps consumers file complaints with a business quickly - so that the business, in turn, can make quick adjustments if warranted. Once a complaint is filed, it is sent through social media so complaints may 'go viral', but also so that when its resolved the news gets out quickly as well.

"People live on their smartphones and use them and great apps like ComplainApp to make smarter decisions and get better information as consumers," said Noam Gordon, ComplainApp Founder. "People live on their mobile phones..the idea of using your smartphone for purchases was a novelty a year ago, but is becoming more and more popular."

Gordon believes the 2011 holiday shopping season will be quite large for etailers and online merchants thanks to both smartphones and tablets.

"Instead of just 'click here to purchase', I believe we'll see more personalization," said Gordon. Personalized experiences have been shown to improve clicks and conversions. "At the same time, people are less likely to just click on ads, and more likely to use apps to do their homework prior to purchase and use mobile devices to consult with their social networks prior to purchasing."

Those checking in with social networks as part of their product research, he says, are also more likely to want issues and questions responded to quickly. The ComplainApp can help shorten the time-frame of a reply because of the amount of people who may join a 'cause'.

According to NielsenWire the most valuable digital consumers are social - half of whom are influenced by the 'likes' and 'follows' of their friends, by ads within the social space and ads appearing as news within the feed update areas. Meanwhile comScore reports the US mobile-social audience increased to just over 72 million through August, a 37% increase Year over Year.






Tags: appvertising, ComplainApp, mobile apps, mobile connection, mobile content, mobile marketing, social networks








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