Shoppishaves: Case Solution submitted by Team NETIZENS from IIFT Kolkata
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HAVE YOUR SAY! SOCIAL MEDIA NIGHTMARE #SHOPPIISHAVES Team:- Netizens Roshan Khatri Sobhit Agarwal IIFT-Kolkata
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Shoppishaves: Case Solution submitted by Roshan Khatri and Sobhit Agarwal from IIFT Kolkata The Case Study: The Case: #ShoppiiShaves About #ShoppiiShaves: Anita is an ardent blogger and a frequent online shopper. Once she ordered a high end lady’s perfume from one of the leading ecommerce portal Shoppii.com and received a men’s after shave lotion instead and that too of a local Indian brand in a filthy looking bottle. Annoyed and disgusted, she called the customer care and they assured her to resolve the issue within one day; which they failed to deliver which made Anita, who happens to be a very active blogger, to write a very provocative blog about it. Within 1 day, twitter is captured by the hash tag #ShoppiiShaves, and it trends worldwide, causing many popular blogs covering the incident. Background: Shoppy Technologies Pvt. Ltd owns a very famous online shopping portal Shoppii.com; they are the market leaders in India and have recently expanded their operations in United States of America; Shoppii’s USP is their delivery time which they swear by and they also have a initiative called “1 day max!”, as per this initiative, if the customer doesn’t receive the product in one day, then s/he can take it for free. This initiative has been instrumental in making them India’s most preferred online shopping portal, The reason behind their impeccable delivery process is company owned warehouses. Over a period of time, the company has garnered very good relations with the channel partners (courier partners); Due to slowdown in the Indian market, Shoppy decides to do cost cutting, in which they cut back their partner’s commission by 5%, and assures them of original percentage as the economy recovers; On further investigation, Shoppii’s team found that one of their dissatisfied local courier partners replaced the perfume with the after shave lotion in order to tarnish their reputation. Shoppii’s management team has following concerns in their mind; - Stopping #ShoppiiShaves from getting further limelight, - Regaining customer’s trust, - Repairing their sales graph, - Reassuring their channel partners so that they also don’t commit any such activity, - To protect their American expansion trajectory from such incidents The Assignment: Taking learning from this incident, Shoppii’s marketing team wants to create a response mechanism for handling any kind of social media crisis. Also, they now need a way tackle this mess #ShoppiiShaves
Transcript of Shoppishaves: Case Solution submitted by Team NETIZENS from IIFT Kolkata
HAVE YOUR SAY!SOCIAL MEDIA NIGHTMARE
#SHOPPIISHAVES
Team:- NetizensRoshan Khatri
Sobhit AgarwalIIFT-Kolkata
ACTION PLAN
CHANNELS TO TARGET-A Mix
@twitterpostsWe at Shoppii.com
take full responsibility of the issue. It was due to
an individuals intentions.
Sincere Apologies
@twitterpostsWe at Shoppii.com
take full responsibility of the issue. It was due to
an individuals intentions.
Sincere Apologies
We are taking immediate actions to
address the issue
And develop an online tracking
system
On Youtube- Sincere Apologies- Immediate serious actions being taken against channel partner- This was an isolated incident- Reassure the trust for future service based on performance record
-by senior management
- We are a trusted firm - Only providers of 1 day delivery- Established channel partners all over India- We serve to estabish relationships with customers
RESPONSE FRAMEWORK
ACKNOWLEGE
First response from company should be “we know about the problem” so as to reduce the impact of #ShoppiiShaves tag and any negative talks about the company
Company should do this immediately, even if they have little additional information at the time
.WATER FOR FIRE
Company should respond first wherever the crisis broke. In this case, when the #ShoppiiShaves tag appeared on twitter the very first timeThen start responding on all other venues (YouTube, Facebook etc)It’s imperative that company has established a social presence on all outposts, even if they don’t routinely use themCompany should have a list of all blogs and blog authors concerned. So that impact could be further controlled and reduced
Be SORRY!
Following brands and personalities were forgiven :-DominosMacdonaldCoke colaNestleBill ClintonTiger Woods
Fastest Way to Be Forgiven is to be Truly Sorry.
A Crisis FAQ!
A Channel for Dialogue! Even Negative
Rule of 3!
Unsatisfied customers want to vent
The BEST case scenario is that they do so on a venue you manage and control
It is imperative that company should proactively open a channel for dialog (even negative)
If not, the other venues that company does not control will serve that role
Rule of 3: Never send a third reply. At that point, take it offlineIt’s not about winning, it’s about damage controlKeyboard embolden us allThere are no victors in online tit for tatsEncourage vehement critics to contact you via email or phoneGives them an option
Company’s employees’ occupation is listed on their social profiles
Company must have a mechanism for keeping all employees informed during a crisis
Email, SMS, Internal, private blog
All Employees are SPOKEPERSONS
Company should Document every element of the crisis
Make copies of all tweets, status updates, YouTube comments, blog comments, etc.
Analyze website traffic patterns and search data
Which venue came first, and when?
Home page apology from CEO
Learning from Mistakes!
THANK YOU !
