Too late to apologise? The effects of interpersonal strategies in replies to complaints on Facebook

Jasmien Bocket
In deze masterproef werd het effect van de formulering van antwoordstrategieën op klachten op Facebook onderzocht.

Facebook en klachtenbehandeling: a love story?

Je hebt ze wel al eens voorbij zien komen: Facebookberichten waarin mensen hun ongenoegen uiten over een bepaalde firma. “Vandaag een verkeerd pakketje ontvangen van firma X, ik bestel daar nooit meer!” is daar een voorbeeld van. De vraag is natuurlijk hoe een bedrijf het best op zo’n klacht reageert en wat het effect van dat antwoord op de klantentevredenheid is. 

Omwille van het internet en dan vooral sociale media wordt het voor bedrijven steeds belangrijker om een goede dienstverlening aan te bieden. Klanten kunnen een product maken of kraken door hun mening online te delen met miljoenen andere mensen. Als er een klacht over jouw product of dienstverlening op Facebook verschijnt, wil je daar als bedrijf zo goed mogelijk op reageren. Daarbij wil je de klant tevreden stellen en zo weinig mogelijk gezichtsverlies lijden, wat tact en diplomatie vergt, maar tegelijk bevind je je op een platform dat vooral door informele taal gekenmerkt wordt.

Om te onderzoeken hoe een bedrijf zijn antwoord op een klacht het best formuleert, werd een fictief scenario opgesteld waarin het antwoord drie keer gemanipuleerd werd. Het eerste antwoord bevatte een informele begroeting met naam en een uiting van empathie (wat een tegenvaller). Het tweede antwoord bevatte dezelfde aanspreking en een verontschuldiging (sorry hiervoor). Het derde antwoord bevatte een informele begroeting zonder naam en een verontschuldiging.

Met behulp van een vragenlijst werd het effect van de manipulaties op klantentevredenheid onderzocht. 122 mensen van 18 tot en met 30 jaar namen deel aan dit onderzoek. Uit de resultaten bleek dat de respondenten even tevreden waren met antwoord een, twee en drie. Er waren dus geen significante verschillen wat de klantentevredenheid betreft. Toch waren er andere interessante patronen. Als het bedrijf de naam van de klant en werknemer in het antwoord vermeldt, vindt de klant het antwoord oprechter dan wanneer dat niet het geval is. Daarnaast komt een verontschuldiging ook oprechter over dan een uiting van empathie. Ten laatste zijn klanten meer geneigd om hun vrienden te vertellen over hun ervaring wanneer het bedrijf hun naam en die van de werknemer niet vermeldt.

In conclusie vermeld je dus het best de naam van de klant en jezelf als je op een klacht op Facebook antwoordt. Daarnaast bied je ook beter je excuses aan in plaats van je medeleven te uiten. Antwoorden als "Hoi, dat is echt wel irritant voor u! Groetjes" vermijd je dus beter, want klanten drukken dan beslist niet op de 'vind ik leuk'-knop. 

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Universiteit of Hogeschool
Meertalige Communicatie (combinatie Engels en Duits)
Publicatiejaar
2017
Promotor
Bernard De Clerck
Kernwoorden