Make Your Customer Relations Efforts 100% Transparent

Fortune Small Business is running a piece on Umbria, a market research firm in Boulder that designs software to find useful consumer intelligence on the Internet.

Izze Beverage, a 45-employee Boulder company that makes sparkling fruit juices, recently engaged Umbria to track what bloggers were saying about rival brands. When a blogger had a bad fruit juice experience with one of his competitors, the result was often a profane online rant. “We want to make sure that never happens to us,” says Izze CEO Todd Woloson. The company recently hired a customer relations specialist that it hopes will soothe angry consumers before they take to their blogs.

The new customer relations specialist is a useful approach for contending with upset customers who take their gripes through traditional channels. Yet, some people will now go directly to a forum or their blog, or another’s blog that allows comments.
This is a case where Izze might benefit from a blog of its own, to help it generate good pr, while also working to handle any issues that might surface in a transparent manner.
[via What’s Next]

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.