Social Media: Your Secret Weapon in Combating Negative Feedback
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Wondering how to combat negative feedback online? Here's a look at what happens when a company learns the hard way. It's the story of United Airlines Dave Carroll's "United Breaks Guitars." Presented at Social Media Conference Northwest in March, 2010. (Statistics included in presentation notes.)
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Social Media: Your Secret Weapon in Combating Negative Feedback
- 1. Social Media: Your Secret Weapon in Combating Negative Feedback
- 2. Toolhouse VANCOUVER BC BELLINGHAM 1995 20 founded in employees SEATTLE
- 3. Who we are A digital marketing agency that embraces changing consumer expectations and connects with people in new, measurable ways.
- 4. Our clients
- 5. Who I am I am a digital content strategist and executive producer, whose expertise with social media marketing gives clients a competitive edge in a world that is changing at the speed of technology.
- 6. Sum of All My Parts
- 7. Sum of All My Parts
- 8. Sum of All My Parts
- 9. Sum of All My Parts
- 10. Sum of All My Parts
- 11. Sum of All My Parts
- 12. Sum of All My Parts
- 13. Sum of All My Parts
- 14. Sum of All My Parts
- 15. Sum of All My Parts
- 16. Sum of All My Parts
- 17. Sum of All My Parts
- 18. A Little About You
- 19. And Social Media Yes No Use Social Media Business Use Smart Phone Business Owner 0 17.5 35 52.5 70
- 20. !"#$%&'())#*(& +",$-&.% /0$)12(" !*$#-,-"($/ !"#$%&'())#*(& 34&.% /0$)12(" 7"*8+19-3:833-"( ;"(38+5* ,&-,,5* !"#$% ;"(38+5* &&& &&& ./"012"3, &&& &&& &&& '()"*+$,-"( ;"(38+5* &&& 4(/-(516-#5" ./"012"3, )$:5<""=
- 21. What You Fear About Social Media
- 22. What You Fear About Social Media • “I don’t understand it.”
- 23. What You Fear About Social Media • “I don’t understand it.” • “I don’t need it.”
- 24. What You Fear About Social Media • “I don’t understand it.” • “I don’t need it.” • “I don’t have time.”
- 25. What You Fear About Social Media • “I don’t understand it.” • “I don’t need it.” • “I don’t have time.” • “People will say negative things about my company if we engage”
- 26. Why Leverage This Space?
- 28. Three Good Reasons • They’re talking about your brand
- 29. Three Good Reasons • They’re talking about your brand • That message is being shared
- 30. Three Good Reasons • They’re talking about your brand • That message is being shared • Most WOM is mostly positive
- 31. They Trust Each Other 50% Experts Peers More than 70 percent of online consumers trust recommendations from unknown users. That number jumps to 90 percent when it’s someone they know! Source: ~ Econsultancy, July 2009 Consumer
- 32. Amplification • Social Networks • Chat Rooms • Forums • YouTube • Twitter • Mobile
- 33. Amplification • Social Networks • Chat Rooms • Forums • YouTube • Twitter • Mobile
- 34. Amplification • Social Networks • Chat Rooms • Forums • YouTube • Twitter • Mobile
- 35. Amplification • Social Networks • Chat Rooms • Forums • YouTube • Twitter • Mobile
- 36. Amplification • Social Networks • Chat Rooms • Forums • YouTube • Twitter • Mobile
- 37. Dave Carroll and the Unfriendly Skies • Canadian singer/songwriter • United Airlines • Taylor guitar • No customer service
- 39. The Impact of Negative Feedback
- 40. The Impact of Negative Feedback • #1 on iTunes Music Store • UA’s stock plunges 10 percent • 3 million video views in first 10 days • YouTube to date: 8.2 million views
- 49. Look & Listen
- 50. Look & Listen
- 51. Look & Listen
- 52. Look & Listen
- 53. Categorize the Critics • Collaborative Constructive • Socially Constructive • Aggressive Destructive
- 54. Categorize the Critics • Collaborative Constructive • Socially Constructive • Aggressive Destructive
- 55. Categorize the Critics • Collaborative Constructive • Socially Constructive • Aggressive Destructive
- 56. Categorize the Critics • Collaborative Constructive • Socially Constructive • Aggressive Destructive
- 57. Respond and Act
- 58. Respond and Act • Authentic Dialogue
- 59. Respond and Act • Authentic Dialogue • Customer Service
- 60. Respond and Act • Authentic Dialogue • Customer Service • Engage Influencers
- 61. Respond and Act • Authentic Dialogue • Customer Service • Engage Influencers • Correct Misinformation
- 62. “A lie gets halfway around the world before the truth has a chance to get its pants on.” ~Winston Churchill
- 63. Meet Your Customers at the Point of Relevance
- 64. Meet Your Customers at the Point of Relevance
- 65. Meet Your Customers at the Point of Relevance
- 66. Meet Your Customers at the Point of Relevance
- 68. Steps to Reparation • Who is talking?
- 69. Steps to Reparation • Who is talking? • Where are they?
- 70. Steps to Reparation • Who is talking? • Where are they? • Engage with transparency
- 71. Steps to Reparation • Who is talking? • Where are they? • Engage with transparency • Deliver an ounce of prevention
- 73. Contact Bonnie Southcott Executive Producer and Content Strategist email bonnie@toolhouse.com | direct 360.676.9275 x123 | mobile 206.779.9478 Toolhouse, Inc. 11 Bellwether Way Suite 207 Bellingham, WA 98225 http://www.toolhouse.com
Editor's Notes
- I&#x2019;m from Toolhouse... Bellingham Boutique Agency
- 61 percent of you use social media: Facebook: 42 percent LinkedIn:15 percent YouTube:21 percent Twitter:27 percent Other:6 percent How do you use it? Business:48 percent Personal:30 percent About half of you use a Smart Phone One third of you own your own business Generation Boomer:42 percent Gen X:39 percent Gen Y:9 percent Most of us were raised on traditional, mass media. Social media has stripped the power from that kind of PUSH media, however. Let&#x2019;s take a quick look at that.
- You are sitting here this afternoon because you, like all business people thinking about folding social media tools into your marketing strategy, want to know how to avoid or stop negative feedback. The first thing to recognize, however, is that stopping negative feedback is an impossible task, so you can cross that one right off your to-do list! Here&#x2019;s why. It used to be that brands very carefully created and managed their product or service messaging. They then delivered that messaging to traditional media channels -- TV, print, radio -- and it was delivered to customers en masse. While that still happens in today&#x2019;s world of business, the game has changed deeply and forever with the advent of social media. Now it is the customer that decides what the brand is. It is the amplification power of social media -- blogs, chat rooms, social networks -- that allows your customers to share their opinion of your product or service not just with the neighbor next door but, with the entire product audience. For instance, last year we bought a bike rack for the car. Prior to the purchase, I went online and read the ratings and reviews of scores of different brands. I didn&#x2019;t go to brand websites. I asked my online friends and followers for their opinion. By the time I was ready to purchase, I had already decided what I was going to buy (homegrown Alsop!) Just like this graphic of today&#x2019;s marketplace communication shows, the brand message I received was the one that had grown organically from the experience of customers all over the nation. If we all know that this is how customers are making their buying decisions, why isn&#x2019;t everyone in the social media game?
- If we encounter all of these obstacles then why, you might ask yourself...
- If we encounter all of these obstacles then why, you might ask yourself...
- If we encounter all of these obstacles then why, you might ask yourself...
- If we encounter all of these obstacles then why, you might ask yourself...
- Should we leverage this space? (ADVANCE)
- I&#x2019;ll give you three good reasons why ignoring this space is really no longer a smart option for your business. They&#x2019;re talking about your brand: &#x2022;The average consumer mentions specific brands over 90 times per week in conversations with friends, family and co-workers. (WOMMA, 2010) That message is being shared: &#x2022;More than 80 percent of consumers said they&#x2019;d received purchasing advice from friends and followers on social networking sites prior to their purchase (Click Z, January 2010) Who are the key online influencers around your brand or your product? How can you engage them? Most Word of Mouth is positive: &#x2022;In one study conducted by BazaarVoice in the US, 80% of online products received a 4 or 5 rating. (J Curve, 2010) So, if they talking to each other online, they&#x2019;re sharing that information with others, and most of that info is positive -- what does that mean for you and your business?
- I&#x2019;ll give you three good reasons why ignoring this space is really no longer a smart option for your business. They&#x2019;re talking about your brand: &#x2022;The average consumer mentions specific brands over 90 times per week in conversations with friends, family and co-workers. (WOMMA, 2010) That message is being shared: &#x2022;More than 80 percent of consumers said they&#x2019;d received purchasing advice from friends and followers on social networking sites prior to their purchase (Click Z, January 2010) Who are the key online influencers around your brand or your product? How can you engage them? Most Word of Mouth is positive: &#x2022;In one study conducted by BazaarVoice in the US, 80% of online products received a 4 or 5 rating. (J Curve, 2010) So, if they talking to each other online, they&#x2019;re sharing that information with others, and most of that info is positive -- what does that mean for you and your business?
- I&#x2019;ll give you three good reasons why ignoring this space is really no longer a smart option for your business. They&#x2019;re talking about your brand: &#x2022;The average consumer mentions specific brands over 90 times per week in conversations with friends, family and co-workers. (WOMMA, 2010) That message is being shared: &#x2022;More than 80 percent of consumers said they&#x2019;d received purchasing advice from friends and followers on social networking sites prior to their purchase (Click Z, January 2010) Who are the key online influencers around your brand or your product? How can you engage them? Most Word of Mouth is positive: &#x2022;In one study conducted by BazaarVoice in the US, 80% of online products received a 4 or 5 rating. (J Curve, 2010) So, if they talking to each other online, they&#x2019;re sharing that information with others, and most of that info is positive -- what does that mean for you and your business?
- They are taking the advice of friends, and even strangers, that they talk with online. Bottom line for you? You can spends tens and hundreds of thousands of dollars on your website and your traditional marketing campaign, but they no longer have the reach and effectiveness that they used to have. That&#x2019;s because the sheer numbers and volume of the online customer community is driving the bus. Their power can be summed up in one word.
- Amplification! The social media platforms -- blogs, social networks like Facebook, Twitter, YouTube and the up and coming Mobile platform -- means that sharing an opinion about your product or service is just a mouse click away. If they&#x2019;re talking about you, don&#x2019;t you want to know what it is they&#x2019;re saying? As I mentioned, most of that word-of-mouth about your brand is positive. So if you&#x2019;re already in the game, and getting good feedback from your online customer base, fantastic! Your product is hitting the spot. It&#x2019;s well-made. It&#x2019;s in demand. Your customer service rocks. All is well in the world. Keep listening. When you ignore this space, however, and the important conversation that is happening there, it can spell trouble for your company. Just ask United Airlines.
- Amplification! The social media platforms -- blogs, social networks like Facebook, Twitter, YouTube and the up and coming Mobile platform -- means that sharing an opinion about your product or service is just a mouse click away. If they&#x2019;re talking about you, don&#x2019;t you want to know what it is they&#x2019;re saying? As I mentioned, most of that word-of-mouth about your brand is positive. So if you&#x2019;re already in the game, and getting good feedback from your online customer base, fantastic! Your product is hitting the spot. It&#x2019;s well-made. It&#x2019;s in demand. Your customer service rocks. All is well in the world. Keep listening. When you ignore this space, however, and the important conversation that is happening there, it can spell trouble for your company. Just ask United Airlines.
- Amplification! The social media platforms -- blogs, social networks like Facebook, Twitter, YouTube and the up and coming Mobile platform -- means that sharing an opinion about your product or service is just a mouse click away. If they&#x2019;re talking about you, don&#x2019;t you want to know what it is they&#x2019;re saying? As I mentioned, most of that word-of-mouth about your brand is positive. So if you&#x2019;re already in the game, and getting good feedback from your online customer base, fantastic! Your product is hitting the spot. It&#x2019;s well-made. It&#x2019;s in demand. Your customer service rocks. All is well in the world. Keep listening. When you ignore this space, however, and the important conversation that is happening there, it can spell trouble for your company. Just ask United Airlines.
- Amplification! The social media platforms -- blogs, social networks like Facebook, Twitter, YouTube and the up and coming Mobile platform -- means that sharing an opinion about your product or service is just a mouse click away. If they&#x2019;re talking about you, don&#x2019;t you want to know what it is they&#x2019;re saying? As I mentioned, most of that word-of-mouth about your brand is positive. So if you&#x2019;re already in the game, and getting good feedback from your online customer base, fantastic! Your product is hitting the spot. It&#x2019;s well-made. It&#x2019;s in demand. Your customer service rocks. All is well in the world. Keep listening. When you ignore this space, however, and the important conversation that is happening there, it can spell trouble for your company. Just ask United Airlines.
- Amplification! The social media platforms -- blogs, social networks like Facebook, Twitter, YouTube and the up and coming Mobile platform -- means that sharing an opinion about your product or service is just a mouse click away. If they&#x2019;re talking about you, don&#x2019;t you want to know what it is they&#x2019;re saying? As I mentioned, most of that word-of-mouth about your brand is positive. So if you&#x2019;re already in the game, and getting good feedback from your online customer base, fantastic! Your product is hitting the spot. It&#x2019;s well-made. It&#x2019;s in demand. Your customer service rocks. All is well in the world. Keep listening. When you ignore this space, however, and the important conversation that is happening there, it can spell trouble for your company. Just ask United Airlines.
- Amplification! The social media platforms -- blogs, social networks like Facebook, Twitter, YouTube and the up and coming Mobile platform -- means that sharing an opinion about your product or service is just a mouse click away. If they&#x2019;re talking about you, don&#x2019;t you want to know what it is they&#x2019;re saying? As I mentioned, most of that word-of-mouth about your brand is positive. So if you&#x2019;re already in the game, and getting good feedback from your online customer base, fantastic! Your product is hitting the spot. It&#x2019;s well-made. It&#x2019;s in demand. Your customer service rocks. All is well in the world. Keep listening. When you ignore this space, however, and the important conversation that is happening there, it can spell trouble for your company. Just ask United Airlines.
- Dave Carroll&#x2019;s Story Dave and his band, the Sons of Maxwell, flew United Airlines in the spring of 2008 on the start of a week-long tour of Nebraska. Flight path? Halifax to Omaha, with a layover in Chicago. Dave&#x2019;s Taylor guitar ended up broken at the hands of airline employees United offered no compensation, despite months of Dave calling and emailing. All he wanted was a new guitar or, even, a repaired guitar. Price tag? $1200-$3500. During his last conversation with Miss Irlweg from United Airlines, Dave promised that he would take his story to the people using the only tool he had at hand. The Internet. And so this musician wrote and produced a music video telling his sad story. The rest is Internet history. Let&#x2019;s watch.
- Volume down at 1:35 Dave&#x2019;s song hit a nerve with a travel-weary American public, and created a PR and marketing crisis for United.
- What happened for United delivers a valuable lesson to the rest of us doing business in today&#x2019;s rapidly changing marketplace. (ADVANCE) &#x2022;The song hit number one on the iTunes Music Store the week following its release. &#x2022;United Airline&#x2019;s share price plunged by 10 percent in the four days after the song&#x2019;s release, COSTING SHAREHOLDERS $180 MILLION &#x2022;This could have bought Carroll 51,000 replacement guitars &#x2022;According to Visible Measures, in the first 10 days following its release, the music video landed in 30 unique places on the internet, accruing a total of 3.2 million views and 14,000 comments &#x2022;The YouTube video was posted on July 6. It had 150,000 views within one day It had garnered over half a million hits by July 9 5 million by mid-August 2009, and over 8 million by March 2010. But it wasn&#x2019;t just the small screen that Dave made it onto.
- The virality of Dave&#x2019;s story landed him in the big leagues. What could United have done differently?
- The virality of Dave&#x2019;s story landed him in the big leagues. What could United have done differently?
- The virality of Dave&#x2019;s story landed him in the big leagues. What could United have done differently?
- The virality of Dave&#x2019;s story landed him in the big leagues. What could United have done differently?
- Their goal should have been, of course, diffusing negative feedback. And the best route to reaching THAT goal is to EMBRACE THE DIALOGUE If you want to embrace the dialogue, there is only one place to start. (ADVANCE)
- Their goal should have been, of course, diffusing negative feedback. And the best route to reaching THAT goal is to EMBRACE THE DIALOGUE If you want to embrace the dialogue, there is only one place to start. (ADVANCE)
- Their goal should have been, of course, diffusing negative feedback. And the best route to reaching THAT goal is to EMBRACE THE DIALOGUE If you want to embrace the dialogue, there is only one place to start. (ADVANCE)
- Look and Listen. But where? And how? First stop: Google Thyself The Search results will inform you about your company&#x2019;s existing reputation, and lead you into the conversations that are happening Twitter 50 million accounts 73 percent of account holders have tweeted fewer than 10 times 20 million unique visitors a month Not the 400 million that Facebook boasts, but it&#x2019;s still in its infancy with best practices just emerging Drawback: Doesn&#x2019;t tell people how to use it. All organic. Right now it&#x2019;s about following celebrities. Best use: Become a thought leader. YouTube Second largest search engine in the world behind Google Facebook 400 million users
- Look and Listen. But where? And how? First stop: Google Thyself The Search results will inform you about your company&#x2019;s existing reputation, and lead you into the conversations that are happening Twitter 50 million accounts 73 percent of account holders have tweeted fewer than 10 times 20 million unique visitors a month Not the 400 million that Facebook boasts, but it&#x2019;s still in its infancy with best practices just emerging Drawback: Doesn&#x2019;t tell people how to use it. All organic. Right now it&#x2019;s about following celebrities. Best use: Become a thought leader. YouTube Second largest search engine in the world behind Google Facebook 400 million users
- Look and Listen. But where? And how? First stop: Google Thyself The Search results will inform you about your company&#x2019;s existing reputation, and lead you into the conversations that are happening Twitter 50 million accounts 73 percent of account holders have tweeted fewer than 10 times 20 million unique visitors a month Not the 400 million that Facebook boasts, but it&#x2019;s still in its infancy with best practices just emerging Drawback: Doesn&#x2019;t tell people how to use it. All organic. Right now it&#x2019;s about following celebrities. Best use: Become a thought leader. YouTube Second largest search engine in the world behind Google Facebook 400 million users
- Collaborative & Constructive They want a positive outcome for the company and the product Listen to them carefully; they are like a free focus group Ask questions when you begin to dialogue Socially Constructive Activists, non-profits, disgruntled customers (like Dave Carroll) Goal: Improve society regardless of company Listen and act to prevent escalation into... Aggressive & Destructive Respond carefully to avoid fanning the fire Goal: Harm brand; promote self; prompt change
- Collaborative & Constructive They want a positive outcome for the company and the product Listen to them carefully; they are like a free focus group Ask questions when you begin to dialogue Socially Constructive Activists, non-profits, disgruntled customers (like Dave Carroll) Goal: Improve society regardless of company Listen and act to prevent escalation into... Aggressive & Destructive Respond carefully to avoid fanning the fire Goal: Harm brand; promote self; prompt change
- Collaborative & Constructive They want a positive outcome for the company and the product Listen to them carefully; they are like a free focus group Ask questions when you begin to dialogue Socially Constructive Activists, non-profits, disgruntled customers (like Dave Carroll) Goal: Improve society regardless of company Listen and act to prevent escalation into... Aggressive & Destructive Respond carefully to avoid fanning the fire Goal: Harm brand; promote self; prompt change
- Authentic Dialogue Be honest Be transparent Admit when you&#x2019;re wrong ASK QUESTIONS AND LISTEN Customer Service Right a wrong Address the issue Talk TO your customers @Comcast LISTEN Engage the Influencers Correct Misinformation Re-establish credibility Rapid Response Regain Authority
- Authentic Dialogue Be honest Be transparent Admit when you&#x2019;re wrong ASK QUESTIONS AND LISTEN Customer Service Right a wrong Address the issue Talk TO your customers @Comcast LISTEN Engage the Influencers Correct Misinformation Re-establish credibility Rapid Response Regain Authority
- Authentic Dialogue Be honest Be transparent Admit when you&#x2019;re wrong ASK QUESTIONS AND LISTEN Customer Service Right a wrong Address the issue Talk TO your customers @Comcast LISTEN Engage the Influencers Correct Misinformation Re-establish credibility Rapid Response Regain Authority
- Authentic Dialogue Be honest Be transparent Admit when you&#x2019;re wrong ASK QUESTIONS AND LISTEN Customer Service Right a wrong Address the issue Talk TO your customers @Comcast LISTEN Engage the Influencers Correct Misinformation Re-establish credibility Rapid Response Regain Authority
- Where are your customers online? FACEBOOK FAN PAGE You&#x2019;re technology store in Bellingham. Where could you go to take the pulse of your customers/potential customers? Better yet, why not launch a Facebook Fan Page of your own around a marketing campaign that leverages the push for &#x201C;Google optics&#x201D; in Bellingham? Your audience cares about this issue. TWITTER If you were a city council member in Seattle and a controversy was brewing, you could use the Twitter hash function to see if it was generating a groundswell in the general population. You could introduce a Twitter hashtag for that particular situation and monitor the conversation. YOUTUBE If you were a pharmaceutical marketer making a drug to treat cystic fibrosis, and wanted to gather patient data, you could search your disease state on YouTube and see what patients were saying. You could also search your drug name on YouTube. WEST SEATTLE BLOG What if you run a lucrative dog-walking service in West Seattle, and have been the focus of a tenacious debate on the hyper-local West Seattle blog? How could you use social media to mitigate the damage? How could you use it to potentially win over new clients? New influencers?
- Where are your customers online? FACEBOOK FAN PAGE You&#x2019;re technology store in Bellingham. Where could you go to take the pulse of your customers/potential customers? Better yet, why not launch a Facebook Fan Page of your own around a marketing campaign that leverages the push for &#x201C;Google optics&#x201D; in Bellingham? Your audience cares about this issue. TWITTER If you were a city council member in Seattle and a controversy was brewing, you could use the Twitter hash function to see if it was generating a groundswell in the general population. You could introduce a Twitter hashtag for that particular situation and monitor the conversation. YOUTUBE If you were a pharmaceutical marketer making a drug to treat cystic fibrosis, and wanted to gather patient data, you could search your disease state on YouTube and see what patients were saying. You could also search your drug name on YouTube. WEST SEATTLE BLOG What if you run a lucrative dog-walking service in West Seattle, and have been the focus of a tenacious debate on the hyper-local West Seattle blog? How could you use social media to mitigate the damage? How could you use it to potentially win over new clients? New influencers?
- Where are your customers online? FACEBOOK FAN PAGE You&#x2019;re technology store in Bellingham. Where could you go to take the pulse of your customers/potential customers? Better yet, why not launch a Facebook Fan Page of your own around a marketing campaign that leverages the push for &#x201C;Google optics&#x201D; in Bellingham? Your audience cares about this issue. TWITTER If you were a city council member in Seattle and a controversy was brewing, you could use the Twitter hash function to see if it was generating a groundswell in the general population. You could introduce a Twitter hashtag for that particular situation and monitor the conversation. YOUTUBE If you were a pharmaceutical marketer making a drug to treat cystic fibrosis, and wanted to gather patient data, you could search your disease state on YouTube and see what patients were saying. You could also search your drug name on YouTube. WEST SEATTLE BLOG What if you run a lucrative dog-walking service in West Seattle, and have been the focus of a tenacious debate on the hyper-local West Seattle blog? How could you use social media to mitigate the damage? How could you use it to potentially win over new clients? New influencers?
- Who is angry? Are they your customers? Is their complaint true? Are they your customers? Address the crowd where they are gathered Twitter, blogs, Facebook, YouTube Engage with honesty and transparency Use an authentic voice Be customer-centric, not defensive Explain how you&#x2019;ll correct the problem An ounce of prevention is worth a pound of cure Create dialogue Respond to customer questions and suggestions Build customer goodwill
- Who is angry? Are they your customers? Is their complaint true? Are they your customers? Address the crowd where they are gathered Twitter, blogs, Facebook, YouTube Engage with honesty and transparency Use an authentic voice Be customer-centric, not defensive Explain how you&#x2019;ll correct the problem An ounce of prevention is worth a pound of cure Create dialogue Respond to customer questions and suggestions Build customer goodwill
- Who is angry? Are they your customers? Is their complaint true? Are they your customers? Address the crowd where they are gathered Twitter, blogs, Facebook, YouTube Engage with honesty and transparency Use an authentic voice Be customer-centric, not defensive Explain how you&#x2019;ll correct the problem An ounce of prevention is worth a pound of cure Create dialogue Respond to customer questions and suggestions Build customer goodwill
- Who is angry? Are they your customers? Is their complaint true? Are they your customers? Address the crowd where they are gathered Twitter, blogs, Facebook, YouTube Engage with honesty and transparency Use an authentic voice Be customer-centric, not defensive Explain how you&#x2019;ll correct the problem An ounce of prevention is worth a pound of cure Create dialogue Respond to customer questions and suggestions Build customer goodwill