Article taken from http://wallblog.co.uk
Amazon gambles with online reputation in Yodel Social CRM disaster
With Black Friday and Cyber Monday boosting online sales further this year many UK consumers took to Amazon taking advantage of the bargains.
Amazon is famed for its excellent customer service, social reviews platform and all round positive customer experience. However our recent Testify Live study has revealed a worrying Social CRM trend that threatens to tarnish Amazons’ good name in their most lucrative period of the year.
Yodel share the Amazon delivery service with other delivery services such as DPD. From what we can tell, it’s somewhat of a lucky dip in terms of what product/area is covered by which delivery service. (Emphasis on lucky)
We were inspired to study the Yodel Social CRM footprint after a few members of staff had bad Amazon delivery experiences with them. What we found was a Social CRM catastrophe which is only gathering more momentum as Christmas approaches.
Tweeted 40 times in 30 days
The general consensus of opinion is that the Yodel service is less than satisfactory but what is worse is the fact that they are not addressing the glaring issue. One user in particular has tweeted Yodel 40 times with absolutely no response.
‘Don’t join the conversation if you cannot contribute positively’ or variations of this cliché have been so over played in “social media top 10’s” / “do’s and don’ts” it really is hard to believe that a brand can take this kind of pummeling and ignore it, hoping it goes away. Moreover, other Amazon partners like DPD set a very high bar indeed with users going out of their way to praise their services.
Amazon: Guilty by association?
Whilst this situation is risky for Yodel given the fact that their direct competitor is clearly doing a much better job, it is riskier still for Amazon who are now having to field queries from customers who hold them directly responsible for Yodel’s numerous delivery gaffs. In truth, it’s easy to see how their customers might have a point. After all if a company chooses to use a third party, there should be a minimum service level agreement set and strictly adhered to.
Consumer opinion a cornerstone of the Amazon experience
What is most interesting about all this is that a large chunk of purchases on Amazon are directly influenced by the opinions of product advocates and detractors on the site itself. It remains to be seen as to how long Amazon can appoint a third party service with such a negative Social CRM footprint without shouldering some of the responsibility.
Managing Partner & Co Founder
+44 (0)844 991 7719