Since the rise of the digital age, many companies have been slow to adapt. Unfortunately, Ikea has fallen into that category. Consumers are gaining more power by posting their opinion on social media sites, influencing how other people view a brand. The idea that if a company has received a bad review consumers will be reluctant to try the brand giving the organisation a bad reputation and a loss of trust. Therefore companies are going to great lengths to rectify this problem.
The digital development team at BrandWatchVizia have come up with the listening Hub a way to help Ikea understand its consumers better. The Listening Hub focuses solely on using data-tracking software to identify regional trends in how customers feel about Ikea’s customer service. Brand watch analysis was used to see customer conversations across social media platforms. Using powerful Boolean Query Operators, the socializer’s were able to filter conversations relating to customer service on social sites. From their findings, they have found that conversations associating with customer service were negative.
Thanks to Social Intelligence Ikea has now directed and shared this information across the enterprise for action and now finding ways to turn negative post’s into a positive PR activity. The digital world of businesses is continuously changing Ikea will face similar challenges in distributing information, however, it’s fair to say the value of Social Data is key to achieve success at IKEA.
IKEA & The Socializers: Building Social into the Heart of a Global Business
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