This post is part of the HBR Forum, The Future of Retail.
For decades the mystery shopper was the main way retailers assessed operations from a customer’s point of view. How can organizations use social media to do more than broadcast messages to an indifferent audience? This HBR blog post describes 2 examples where companies manage to turn customers with complaints into customer advocates. It takes some time, as well as incentives for customers either through reactively apologizing and improving service or by incentivizing, maybe via a coupon for reduced charges?
Either case helps to grow customer base and or improve your reputation.