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How Hootsuite leveraged customer dissatisfaction to improve its product

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You all know Twitter, right ? Most of us do use it. But some of us have more than one Twitter account. I manage three actually : my own one @pnschwab where I deal mostly with scientific marketing research and personal thoughts, @IntoTheMinds for our marketing agency in Brussels, and @BestPopUpStores which we launched last year together with our online project on remarkable pop-up shops.

When you have three twitter accounts the problem will soon be for you to switch from one to the other. Hootsuite has solved that problem with its Dashboard. This product features basically tabsheets (like in Excel) for each of your accounts and you can very easily switch from one to the other and even use several Twitter accounts at the same time. I find it a very useful tool but apparently some people don’t.

Hootsuite’s CEO Ryan Holmes recently published a blog post where he explains that he got insulting tweets about his product and how he turned customer dissatisfaction into something immensely valuable : product improvement.

Ryan Holmes echoes the message we’ve been propagating for years now : customer dissatisfaction and customer complaints are actually a gift. Many firms don’t understand that and counter-attack. We made a study recently and were surprised to discover how far organizations could go in being aggressive to customers. That’s the reality and that’s far away from what all marketing textbooks will teach you.

If you are clever enough made something constructive out of dissatisfaction. You can even involve dissatisfied customers and have a dialogue with them. They won’t expect it and they will respect you for that.

Hootsuite was one of those clever organizations to make something out of negative comments. Not only did they improve their famous dashboard, the central feature of hootsuite, but they also made a little video about it. This video is a tribute to all dissatisfied customers who sent insulting tweets over time. Isn’t that a marvelous way to foster loyalty and show commitment to great quality?

Ryan, congrats for being visionary !

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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