Webcare
Webcare is the online customer support of any organisation through social media. Van Noort and Willemsen[1] define webcare as 'The act of engaging in online interactions with (complaining) consumers, by actively searching the web to address consumer feedback (e.g., questions, concerns, and complaints)'. Consumers who have been provided Webcare has shown improved brand evaluations.[1] Further it has also been shown to improve consumer engagement[2] among consumers who have received it.
To improve relationship quality with the customer or to start a new relationship online, companies often employ a dedicated webcare team to respond to comments and or complaints. These teams monitor social media channels like Twitter, Facebook, Instagram, Pinterest, LinkedIn, YouTube, Google+, Vkontakte, Sina Weibo, LiveJournal on messages and measure the brand sentiment, in addition to the customer support by phone.
References
- ↑ 1.0 1.1 Van Noort, Guda; Willemsen, Lotte (2012). "Online Damage Control: The Effects of Proactive Versus Reactive Webcare Interventions in Consumer-generated and Brand-generated Platforms". Journal of Interactive Marketing 26 (3): 131–140. doi:10.1016/j.intmar.2011.07.001.
- ↑ Schamari, Julia; Schaefers, Tobias (2015-05-01). "Leaving the Home Turf: How Brands Can Use Webcare on Consumer-generated Platforms to Increase Positive Consumer Engagement". Journal of Interactive Marketing 30: 20–33. doi:10.1016/j.intmar.2014.12.001.
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