Team: AlphaDogsvikas.khurana.nitie@gmail.com

chandrakant.kumar.nitie@gmail.com

Nightmare #

ShoppiiShaves

 Casia'2013 : Stage 2 "Have Your Say"!

About The CaseLets order Perfume

from Shoppi.co

m

I ordered a Perfume but it’s a Men’s

Shaving Lotion

Shoppi.com Did not respond properly ….

#ShoppiiShaves

Actions to be taken for extinguishing the fire #ShoppiiShaves

ASSESS

• A quick assessment to determine the intensity and the source of the crisis should be carried out.

ACTION

• A transparent and polite apology should be posted addressing Mrs Anita.

• Content should reflect company’s seriousness, their acknowledgement of mistake and their course of action stating that the company is keen to resolve the issues.

• Anita Should be delivered the perfume she ordered free of cost as per the policy.

Stop disseminating any more marketing

messages

Immediate actions taken Continued…

Efficient Monitoring

• Continuous monitoring should be done.

• Identify the key influencers (major re-tweeters or bloggers). They should be continuously informed that their comments has been received and is being attended.

• Depending upon their numbers and the intensity of incident they can also be given telephonic calls and can be made aware of the situation.

Consistent and Immediate Response

• All the messages should be disseminated by company’s official Id and should have clear, unified voice.

• Responses should be as quick as possible else critics might have a notion that either the company is not listening or they don't care, which can lead to more incidents.

Encourage the loyal customers

• If a loyal customer has made some positive comments they should be encouraged.

• Company can leverage feedback from loyal customers to regain and maintain the brand value and customer trust.

Repair Phase Initiated…..Regaining Customer

Trust

• Company needs to come up with an advertising campaign focusing on the USP “1 day max!”

• Head of the company needs to address the consumers, focussing on how serious they are about there promises and why they are the Market Leaders

Repairing Sales Graph

• Being the Market Leader Shoppii.com needs to re-evaluate there brand position

• Social Media should be used as a prime medium to reinvent and position themselves with new policies for the customers

• With Brand Loyalty regained sales graph will automatically take a leap in the upward direction.

Channel Partners

• Steps should be taken against the partner which caused damage to the reputation to set an example.

• Company needs to meet all the channel partners to understand their concerns and find solutions for the same.

• Commission policy for the partners need to be re-evaluated and rules need to be framed in case of similar scenarios in the future.

• A response Mechanism needs to be established in place for future.

Channels to be integrated

1. Limit the number of channels as less as possible.

2. If the crisis begins as a negative video posted on YouTube, we will post a video in response. If it begins with a negative comment on your Facebook /Twitter page, we will respond there first.

3. If we can contain the problem to one media source, there will be much better chance of limiting the damage.

4. Since in this case Anita has written a blog of the incident and it is later captured in Twitter we will integrate both the blog and Twitter in our strategy and will try to limit it to these two channels only.

On Crisis (FISH WHERE THE FISH ARE): 1. Once the crisis is over our major focus

will be to regain the customers trust. 2. We will use as much channels as

possible. 3. We can launch a video introducing our

CEO/VP or a famous celebrity advocating the quality service of the company and its utmost care for the customers.

4. #tagging the keywords of Loyal customer’s feedback.

5. Providing the option for real time tracking of the orders.

Channels

Post Crisis ( Regain the Trust )

First set of major communication (Immediately after noticing the Crisis)Post a reply to #ShoppiiShaves apologising Mrs Anita for the awful experience with this incident mentioning the steps taken to tackle the issue and company’s next course of action.

Continue responding to individual queries………

Second set of major communication (After the cause of Incident is Located)

Publish the report stating the cause of incident and the course of action by shoppii.com emphasising the values of company and importance they give to customer satisfaction.

What to say?

What to say? Continued…

If feedback has truth to it

• Acknowledge the feedback.

• Apologize – genuinely.

• Take the conversation offline.

• Offer a solution.

feedback is only partially true or

it’s slightly misguided

• Acknowledge the error on your part and apologize.

• Gently correct any misinformation (remember, be honest with yourself at this step).

• Take the conversation offline.

• Offer a solution.

feedback couldn’t be farther from

the truth

• Acknowledge the comment and write a general apology for any perceived dissatisfaction.

• Take the conversation offline.

• Get more details.

Setting Up a Response Framework

• First 24 Hours are very important.

• Bad news spreads like a fire. So we need to monitor all the consumer generated media as well and not just the traditional media.

• Should have a streamlined approach and a team in place for the same.

Response Framework

Monitor

Cultivate

Prepare

RespondPromote

Monitor

• Generate Daily social media monitoring reports

• Have response recommendations

• Reports should have analysis of discussions

• Clip sheets of most relevant hits, across social media.

Cultivate

• Create mapping where promoters and detractors live online

• Develop relations and brand loyalty to be utilized in case of crisis

• In case of crisis monitor pre-identified sites and apply messaging strategies to determine appropriate responses.

Prepare

• Develop crisis messaging service

• Identify and train staff for social media messaging

• Set up an online crisis collaboration website which can be used to communicate around the crisis in real time

Respond

• Develop brand presence online via social media platforms like twitter, Facebook, Blogs

• Actively update the home page.

• In case of crisis respond to people via these handles.

Promote

• Create and deploy search keywords for SEO/SEM (Search Engine optimization /Search Engine Marketing)

• Identify potential multimedia responses (photos, videos) and key players necessary to create them

• Create and optimize a variety of multimedia content to tell your story