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Loyalty IP Newsdesk CX on Social

Gripevine Takes Social Empowerment of Consumers to a New Level

Is social media all about customer empowerment or is there something in it for brands too?   If the success of Gripevine, a new company seeking to empower both consumers and brands via social media engagement, is any indication, we say there is ultimately a win-win to be had there.

The early reaction of brands to consumer advocacy via social media was to see it as a new threat to a status quo that was working.  But that assumption is gradually being broken by companies like Gripevine, which recognizes that underlying the social frenzy is a fundamentally broken relationship between brand and customer.

As founder Dave Carroll (famous for using social media to shame United Airlines for their atrocious handling of fragile baggage) says “We don’t hate companies. My story’s been described as a David and Goliath type of thing, as a confrontation, but I see complaints as an opportunity for brand building as opposed to brand bashing.”

Gripevine's new offering is giving brands a health push towards recognizing, capturing and addressing their most pressing customer experience problems, which despite their potential negative PR implications, can help to strengthen the customer relationships with real impact on business growth and profits.

Oct 10, 2012 | Original Link

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