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Webcare summary
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WebcareWeb 1.0: the read-only web. Organizations had full control with less user generated content.
Mainly one way communication.
Web 2.0: users control the content, mainly two way communication.
Hennig-Thurau et al. 2010:
- Pinball framework: the ball is the message, a social media post. This post will get into
the social media environment which gets the ball into the pinball machine. All the bumps
change the way the ball goes. Those bumpers stand for all the stakeholders that watch,
share or comment at the post. The 2 flaps are the user that controls the ball.
What is webcare: the act of engaging in online interactions with consumers, by actively
searching the web to address consumer feedback.
Origin webcare:
- Iceland April 2010: KLM because of volcano eruption so noticed passengers and gave
updates. People appreciated this. It was the first one to use webcare on such great level.
- More social media employees
Customer service by phone is no webcare. Webcare is always present via internet.
How to implement webcare in an organization:
- Service
- Reputation management
- Commerce, help to gain more sales
Service: for example: present on almost every social media channel, different kinds of languages
Reputation: good interaction, negative comments
Dijkmans et al. 2015: only exposure to social media can help in reputation, mediated by
conversational human voice.
Opportunities of webcare:
- For organizations
- For customers
Threats of webcare:
- For organizations
- For customers
o Waste of time
o Being influenced by negativity of others customers
o Negative comments of other people on your comment
,Development of webcare:
- Amount of customer social media messages per week in 2015: 60.000
- 90% of organizations engages in webcare
Interview Corne Dijkmans (Dijkmans et al. (2015)
Corne:
- PhD in online reputation and conversation (online interaction)
- Together with collaboration with KLM
- Working in Breda at Tourism of Breda University of Applied Sciences
Social media exposure works positively on corporate reputation. Conversational Human Voice
has a mediating relation between social media exposure and improving corporate reputation.
KLM could improve:
- CHV: an engaging and natural style of organizational communication as perceived by an
organizations publics based on interactions between individuals in the organization and
individuals in publics.
o Humor
o Admitting mistakes
o Using street language
Using CHV has a possible downside:
- There are brands that are being seen as a person. When you have connections as a person
you expect certain behavior. Easier to damage this relationship. Stronger negative
reaction if organizations use CHV and make a mistake.
Unfamiliar brands with a CHV feels inappropriate.
Corne advices on chatbots:
- Always take care to use to formal language. Try to keep it formal.
- Chatbots should not use CHV.
Measuring corporate reputation:
- Using scales of six different dimensions. Are these scales still relevant?
o Given the rapid dynamics in online communication: take other dimensions into
account as well. But its important to stick to scales that has proven right or useful.
Six dimensions of corporate reputation:
- Emotional appeal
- Products and services
- Vision and leadership
- Workplace environment
, - Social and environmental responsibility
- Financial performance
Reputation Quotient scale:
- Used the six dimensions of corporate reputation each using 3 items. Rating on 1 – 5.
Reasons mediating relationship CHV with exposure and reputation:
- Fosters relationships which build relationships
- Creates interactivity which could have positive consequences
- Feels like real life relations
Organizations who use CHV anthropomorphized
Limitation:
- Other kinds of elements possible to take account for operationalization of social media
exposure.
Difference between B2B or B2C on negative comments posting:
- Customers are more likely to post negative comments
Difference industries CHV:
- Service industries, specific the tourism industry need to use more CHV because they have
more to do with negative / positive comments. More important to create relationships.
Convince organizations of use CHV:
- Measure customer satisfaction
Goals of webcare van Noort, Willemsen, Kerkhof & Verhoeven (2014)
- Customer care
- Public relations
- Marketing
Customer care: organizations signal problems. See what concerns are of customers, and
customers can each out easily to organizations. Org. help to solve problems or exceed
expectations.
‘I am sorry to hear this, let us help you’
Public relations: manage relations with stakeholders. Bystanders: looking at conversation.
Solving problem of customers you show to bystanders that you are willing to help customers.
You do damage control.
‘great to hear we have helped you!’
Increase reach of positive comments by making a comment on it as an organization.
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