The tables have turned on customer care
FMCG brands need to give more attention to their consumer care
strategies as regulatory frameworks and consumer demands dictate
the accuracy and speed at which they respond to grievances and
complaints.
In light of the Consumer Protection Act, a brand can be held
accountable for large fines if a complaint is not handled correctly.
This does not simply mean providing accurate feedback in good
time; it also means keeping a full audit trail of how each and
every complaint is handled from the time it was received.
Added to this is that consumers, themselves, have become more
demanding and expect instant accessibility to brands.
They have more opportunities to communicate with brands than
ever before, from calling a customer hotline to sharing an unfortunate
experience on a blog, or social network.
“Social
media is a totally different ball game. The people in these
social media communities talk about you whenever they want,
however they want, and to whomever they want. The conversation
goes on with or without you,” says Eugene Du Plessis,
who heads up Cyber and Social Media at 121
Outsource, a provider of outsourced consumer care.
With this in mind FMCG brands can no longer handle complaints
like a one-way street.
They need to actively engage in conversations with consumers,
especially on social networks, where consumers have carte blanche
to say how they feel about a brand, whenever they choose.
While an FMCG brand can opt to handle these customer care challenges
in-house, an outsourced provider already has the knowledge and
technical expertise to handle grievances and provide feedback
immediately.
For example, 121
Outsource has a dedicated call centre that operates around
the clock and has also acquired software that allows brands
to probe comments and complaints generated from these social
media networks.
Outsourcing these services also gives brands the opportunity
to focus on its core business activities without the difficulty
of having to learn the complicated language of consumer care.
In an environment where consumer opinion has the power to make
or break a brand’s reputation and where the regulatory
frameworks keep changing, FMCG brands that don’t have
a solid customer care strategy, need to get to the drawing board
quickly.
Find out
more information about 121 Outsource
P.S. Look out for this editorial on our editor’s
blog.
Please feel free to make comments or raise new issues by emailing
the editor |
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We've
put brand catalogues together for Selati Sugar and Joekels
Tea Packers.
Fastmoving.co.za
catalogues are a central repository where FMCG brands
can store and share hi-res pack shots and essential
product information with suppliers on-demand for each
SKU
(including barcodes, product endorsements, nutritional
values, ingredients and allergens)
Need this for you FMCG brand? Learn more here. |
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Selati
Sugar
Online
catalogue I Share
it with others
Selati sugar is 100% focused on its core target market
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and North West regions. (Only recently, with the new
mill in Pongola, is the brand beginning to focus on
the Western Cape and KwaZulu-Natal.) |
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Online
catalogue I Share
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be spoiled for choice with a wide selection of starters,
scrumptious mains and delectable desserts, enjoyed with
only the finest J.C. Le Roux bubbly to suit this glamorous
occasion. |
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on the international front. The brand won the most medals
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Tasting Competition. |
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Retail
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Twique
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provides online data support and marketing services
to FMCG brands and businesses operating in the retail
sector. Our online data support service is a central
repository where FMCG brands can store and share hi-res
pack shots and essential product information with suppliers
on-demand for each SKU (including barcodes, product
endorsements, nutritional values, ingredients and allergens) |
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