Jeff Jarvis (Buzzmachine.com) hatte Dell fürchterlich kritisiert wegen ihrem schlechten Customer Service (und tut es immer noch). Diese Kritik wurde von zahlreichen Bloggern aber auch den Medien aufgegriffen. Was hat das aber für Dell bedeutet? Bisher blieb die Frage unbeantwortet.
Nunmehr ist ein White Paper (Measuring the influence of bloggers on corporate reputation) erschienen, das sich mit dem Einfluss von Blogs auf die Konsumentenmeinung gegenüber Unternehmen beschäftigt. Die Case Study-Grundlage ist Dell und Buzzmachine. Und kommt zu welchen Schlüssen?
Auszüge:
– But who is the most influential stakeholder on the topic of Dell“s customer service?
There is some good news for Dell here. On the issue of its own customer service it is still by far the most authoritative voice – that is it is given the most authority by other authoritative stakeholders. But there is also bad. If we tally up the sum of the issue influences of bloggers (not all of whom are listed here) it is 11.12. This gives bloggers as a whole almost as much influence on Dell“s customer services as Dell itself…– Jeff Jarvis has more influence than Reuters, PC World, Fortune and Forbes magazine.
– Blogs are influential and they can be highly negative in their impact. Bloggers do operate in packs which predominantly reference one another (see Appendix D). However, by conventional journalistic standards bloggers have characteristics that weaken their individual influence: they single source stories and are themselves referenced by stakeholders who single source stories. Bloggers gain prominence and link volume by being outspoken and partisan, but this prominence comes at a price. As they lose balance, they weaken their credibility with key authorities (ie do not cite more than one source).
– It is clear that one person“s perception of a brand, if it chimes with that of others, can materially damage that brand. Dell“s customer services now have a somewhat negative perception. This may not be the result of Jeff Jarvis“s blogging, but he is viewed as an authoritative source on it. Any attempt to redress the public perception of their customer services by Dell will have to pass via Jeff Jarvis“s influence.
– The limitation of bloggers „ their lack of journalistic „balance“? „ is the key to the way corporations should respond to blogging attacks. This is a subject we will deal with at greater length in our next white paper, where we will look at what companies like Dell should do, faced with similar threats to their reputation.
Unternehmerisch clever, auf das nächste White Paper zu verweisen. Denn, das White Paper wurde von drei Unternehmen zusammen erstellt, die alle ein konkretes Interesse verfolgen:
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Es bedeutet aber auch, daß man die Untersuchungen mit Vorsicht genießen sollte. Denn, wäre ja dumm gewesen, wenn das Gegenteil herausgekommen wäre, oder? *grins*
Jeff Jarvis selbst ist natürlich ebenfalls skeptisch, meint aber zugleich, ein Indikator für die Unzufriedenheit zahlreicher Dell-Kunden zu sein. Und verweist bezeichnenderweise auf die neue (á la Kryptonite-)Story (habt Ihr bestimmt schon gelesen, ging ja heftig herum) und auf das neue Gawker Blog Consumerist: And while we“re on the topic of pissed off consumers getting their revenge“¦ Nick Denton launches his newest blog, Consumerist, for shoppers with bad attitudes. Davon wird es zunehmend noch mehr geben schätze ich mal, in der einen oder anderen Blogform (netzwerkartige bis hin zu gemeinsam betriebenen Consumerblogs). Und möglicherweise steigt dabei auch das Verständnis der Blogger untereinander, wie sie so zusammenarbeiten können, um tatsächlich eine Stimme zu bekommen.
via Micro Persuasion
