Empfehlungsmarketing in Social Networks:
Die Macht des unzufriedenen Kunden.

In den guten alten analogen Zeiten haben wir Marketingleute gelernt: „Ein zufriedener Kunde gibt seine Meinung dreimal weiter, ein unzufriedener zehnmal.”. Oder ähnlich, je nach Lehrmeister. In Zeiten digitaler Vernetzung und vor allem durch Social Networks hat sich dieses verändert. Schätzungen dieser noch jungen Branche gehen davon aus, dass sich dieser Faktor schon jetzt durch Facebook, SchülerVZ, Twitter & Co. um den Faktor 20 erhöht hat. Vor allem Branchen, deren Kunden eine hohe Affinität zu sozialen Netzen besitzen, wie beispielsweise Jugendliche, bekommen den Effekt schon jetzt unmittelbar mit voller Härte zu spüren.

Doch was bedeutet dies konkret für ein Unternehmen? Hier ein kleines, stark vereinfachtes Rechenexempel: Sagen wir, eine Firma hat 10.000 Kunden.  Nehmen wir weiter an, 90 Prozent der Kunden sind zufrieden, 10 Prozent unzufrieden. Und die potentielle Zielgruppe unserer kleinen Firma sei 500.000 Personen groß.

In den alten Zeiten haben die unzufriedenen Kunden dieses Unternehmens ihre Meinung an 10.000 Menschen weitergegeben. Im digitalen Zeitalter wären dies bereits 200.000 Personen. Unterstellen wir einmal, dass die Gesamtmenge an potentiellen Kunden sich mit 500.000 nicht wesentlich verändert hat, wäre dies ein Sprung von 0.2 Prozent der Zielgruppe auf sage und schreibe 40 Prozent. Eine Steigerung um den Faktor 200.

Im Zeitalter der Social Networks würden also theoretisch 40 Prozent der potentiellen Käufer unseres Unternehmens von unzufriedenen Kunden beeinflusst. Der Laden könnte – sind wir mal ehrlich – wahrscheinlich dicht machen, da die Kosten für Neukundenakquise nicht mehr zu bezahlen währen. Oder anders gesagt: Um heutzutage den alten Wert zu erreichen, müsste die Kundenzufriedenheit unseres Unternehmens von 90 Prozent auf 99,5 Prozent steigen. Jeder, der sich mit Qualitätsmanagement beschäftigt hat weiß, was das in Euro bedeuten würde.

Die Macht den Kunden ist also massiv gestiegen. Das ist gut so, denn so werden Unternehmen gezwungen, die Qualität ihrer Produkte und Dienstleitungen massiv zu erhöhen. Doch unser kleines Beispiel zeigt auch, dass dies im notwendigen Rahmen kaum möglich ist. Unter den Kunden jedes Unternehmen gibt es immer einen geringen Anteil, die sich schlicht „verkauft” haben. Sie werden durch das Produkt oder die Dienstleistung nie zufrieden gestellt werden können. Doch schon dieser geringe Anteil kann großen Einfluss nehmen. Hier müssen Unternehmen viel mehr als bisher durch glasklare Ausschreibungen und Kulanz in der Reklamationsbearbeitung punkten.

Und natürlich durch frühzeitige Kommunikation, denn in sozialen Netzen hat jedes Unternehmen die unverzichtbare Chance, unzufriedene Kunden sehr früh aufzuspüren und mit ihnen in Kontakt zu treten. Geschieht dies nicht, nimmt die Mathematik ihren Lauf und die unliebsamen Folgen sind kaum abzuwenden. Unternehmen, die moderne Kommunikationsplattformen nicht für ihre Zwecke nutzen, werden an anderer Stelle, in Qualitätssicherung, Kundenbetreuung,  Neukundenakquise und Kundenbindung massiv investieren müssen. Nun ist es an jedem Unternehmen zu beweisen, in wie weit ein frühzeitiges Engagement in Social Networks hilft, Folgeschäden zu vermeiden oder die Kundenkommunikation sogar im Positiven, verfaufsfördernd zu nutzen. Nur ignorieren oder abwenden lässt sich diese Entwicklung nicht mehr. Ganz im Gegenteil. Das Netz wird kommunikativer. Gut so.


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Die Macht des unzufriedenen Kunden.”

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