Webcare
Webcare is paying special attention to online interaction with consumers. This consists of actively seeking customer reactions and complaints on the Internet and then ensuring an appropriate response. Much of webcare takes place on social media such as Twitter and Facebook, where many status updates and comments about companies' services are posted. Webcare also focuses on blogs and forums.
Providing webcare has several benefits:
- Identifying problems and complaints that would otherwise remain hidden
- Provide information and explanations in response to questions or complaints
- Offering a constructive rebuttal to disproportionate bashing
- Be able to resolve complaints wherever possible where services are at fault
- Using customer experiences to improve service and customer care
Webcare can improve customer satisfaction and prevent damage to a company's reputation. A complaint read publicly on the Internet can be damaging to one's image, but it can also be an opportunity to satisfy a customer after all. The value of webcare also lies in the fact that the reach of word of mouth, both positive and negative, is much greater on the Web than in the physical world.
Webcare within the organization
Especially large companies are betting on webcare. Almost all telecom companies, internet providers, banks and public transport companies do webcare. They usually work with special webcare teams. These have direct access to most of the organization's departments so that complaints can be investigated and resolved in a targeted manner.
Although behind many companies' web care is an entire team speaking on behalf of the company, many organizations choose to have employees sign their messages. This makes communication more personal. This is usually done by adding initials to messages as follows: ^RL.
Youp van 't Hek and T-Mobile
Where customers with complaints run into a wall, solutions suddenly turn out to be possible thanks to webcare. On the one hand, this is great for these customers, but do they only deserve good service if they put their complaints on the Internet? Shouldn't companies instead take customers and their complaints seriously by default?
There was a public discussion about this in 2010 that was sparked by Youp van 't Hek. T-Mobile refused to resolve a complaint from his son, but backed down when Youp posted a tweet about it. According to the comedian, T-Mobile's subsequent apology once again showed how calculating companies sometimes are when it comes to customer service.
Webcare goes viral
Although webcare is above all a form of online customer service, it is increasingly used to create positive buzz around a company or brand. Several companies are now known for their occasionally playful responses on social media. The sharing of these reactions by other users ensures that webcare messages sometimes go viral.
