Looking online for information on an electronic retailers return policy, we discovered vivid discussions, exclusively describing frustrating experiences with the company in question. Obviously, other consumers were seeking the same information and even more consumers were eager to provide it. All these second hand opinions leave a very negative impression of the company’s handling of customer care. Simply missing is a statement from the company to clarify their policy to their target group instead of having their brand harmed by frustrated customers. But the company obviously does not check web2.0 communication and has no clue about their online reputation problem. Not that they can wipe out bad consumer reviews, but the simple act of responding to their customers questions would make a big difference and is a good way of building good will for their brand.
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