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.


Tags: , , , , ,

109 Antworten zu “Empfehlungsmarketing in Social Networks:
Die Macht des unzufriedenen Kunden.”

  1. Marco 17. Aug, 2010 bei 23:09 #

    Hallo Dirk.

    Wie wahr! Dieses neue Kommunikationsverhalten und vor allem die ständig steigenden Reichweiten stellen Unternehmen vor völlig neue Herausforderungen. Der einzige Erfolg versprechende Ausweg ist die aktive Nutzung der neuen Medien zur Unternehmenskommunikation. Nur, dass die bekannte und über Jahrzehnte erlernte “One-to-Many” Kommunikation über Presse, Kataloge etc. nun einer “One-to-One” Variante in Weblogs, Foren oder Social Networks weichen muss. Damit sind die meisten Unternehmen schlicht überfordert.

    Viele Grüße und MACH WEITER SO!!! :-)
    Marco

  2. frank 09. Sep, 2010 bei 10:18 #

    ..kann ich zu 99,99 % unterstützen.
    Bleibt zu hoffen, das das auch die Unternehmen so sehen.

  3. retro jordans 14. Sep, 2023 bei 18:03 #

    You must participate in a contest for top-of-the-line blogs on the web. I’ll advocate this web site!

  4. kd shoes 15. Sep, 2023 bei 05:11 #

    The subsequent time I read a weblog, I hope that it doesnt disappoint me as a lot as this one. I imply, I know it was my choice to learn, however I actually thought youd have something interesting to say. All I hear is a bunch of whining about one thing that you may repair when you werent too busy looking for attention.

  5. air jordan travis scott 15. Sep, 2023 bei 19:24 #

    Would you be fascinated with exchanging links?

  6. golden goose kids 16. Sep, 2023 bei 02:27 #

    Thank you a lot for providing individuals with an exceptionally spectacular opportunity to check tips from this site. It can be so beneficial and full of fun for me personally and my office colleagues to search your website at the least three times per week to study the newest secrets you have. And indeed, I’m actually contented with the stunning hints you serve. Selected 3 points in this post are essentially the very best we have ever had.

  7. hermes 16. Sep, 2023 bei 06:39 #

    There are some fascinating time limits in this article however I don抰 know if I see all of them heart to heart. There’s some validity but I’ll take hold opinion till I look into it further. Good article , thanks and we wish extra! Added to FeedBurner as properly

  8. kyrie irving 16. Sep, 2023 bei 21:08 #

    This is the appropriate weblog for anybody who wants to seek out out about this topic. You notice so much its almost laborious to argue with you (not that I truly would need匟aHa). You positively put a new spin on a topic thats been written about for years. Great stuff, simply great!

  9. nike sb 17. Sep, 2023 bei 09:23 #

    You made some respectable points there. I appeared on the internet for the problem and found most people will go along with along with your website.

  10. supreme 17. Sep, 2023 bei 22:49 #

    Oh my goodness! an incredible article dude. Thanks However I am experiencing problem with ur rss . Don抰 know why Unable to subscribe to it. Is there anybody getting identical rss drawback? Anybody who is aware of kindly respond. Thnkx

  11. yeezy outlet 18. Sep, 2023 bei 11:41 #

    Can I just say what a relief to find someone who really knows what theyre talking about on the internet. You undoubtedly know how to convey a problem to light and make it important. Extra folks must learn this and perceive this facet of the story. I cant believe youre not more fashionable since you positively have the gift.

  12. jordan shoes 20. Sep, 2023 bei 06:36 #

    There are certainly loads of details like that to take into consideration. That may be a great point to bring up. I supply the thoughts above as basic inspiration but clearly there are questions like the one you convey up where a very powerful thing will probably be working in sincere good faith. I don?t know if greatest practices have emerged round things like that, however I am positive that your job is clearly identified as a good game. Both girls and boys feel the impact of just a moment抯 pleasure, for the rest of their lives.

  13. goyard bag 20. Sep, 2023 bei 21:39 #

    An impressive share, I just given this onto a colleague who was doing a bit of evaluation on this. And he in fact purchased me breakfast because I discovered it for him.. smile. So let me reword that: Thnx for the deal with! However yeah Thnkx for spending the time to debate this, I really feel strongly about it and love reading extra on this topic. If possible, as you develop into expertise, would you thoughts updating your weblog with extra particulars? It’s highly useful for me. Large thumb up for this weblog put up!

  14. ggdb 21. Sep, 2023 bei 14:19 #

    I simply wished to thank you so much yet again. I do not know the things that I would’ve gone through in the absence of those strategies shown by you relating to this theme. It has been the frightening situation for me, however , considering your well-written strategy you handled that took me to cry for happiness. I’m just grateful for your assistance and believe you find out what a powerful job you have been getting into educating some other people thru your web site. I’m certain you have never met all of us.

  15. fear of god hoodie 21. Sep, 2023 bei 23:54 #

    very good post, i definitely love this web site, carry on it

  16. kyrie 7 shoes 22. Sep, 2023 bei 12:59 #

    WONDERFUL Post.thanks for share..more wait .. ?

  17. off white shoes 23. Sep, 2023 bei 02:53 #

    I found your weblog site on google and verify just a few of your early posts. Proceed to keep up the superb operate. I just further up your RSS feed to my MSN Information Reader. Searching for ahead to studying more from you in a while!?

  18. bape clothing 23. Sep, 2023 bei 20:16 #

    Aw, this was a really nice post. In concept I want to put in writing like this additionally ?taking time and precise effort to make a very good article?however what can I say?I procrastinate alot and not at all seem to get one thing done.

  19. kobe 24. Sep, 2023 bei 10:20 #

    Oh my goodness! an amazing article dude. Thank you Nonetheless I am experiencing problem with ur rss . Don抰 know why Unable to subscribe to it. Is there anybody getting equivalent rss downside? Anyone who knows kindly respond. Thnkx

  20. supreme clothing 25. Sep, 2023 bei 18:28 #

    Oh my goodness! an incredible article dude. Thank you However I am experiencing concern with ur rss . Don抰 know why Unable to subscribe to it. Is there anyone getting equivalent rss downside? Anyone who knows kindly respond. Thnkx

  21. golden goose sneakers 26. Sep, 2023 bei 07:46 #

    WONDERFUL Post.thanks for share..more wait .. ?

  22. goyard bags 26. Sep, 2023 bei 22:47 #

    Your house is valueble for me. Thanks!?

  23. black golden goose sneakers 27. Sep, 2023 bei 10:46 #

    Thanks so much for providing individuals with a very special chance to check tips from here. It really is so pleasant plus full of a good time for me and my office fellow workers to search your website at a minimum thrice in 7 days to study the newest stuff you will have. Of course, I am also certainly satisfied concerning the sensational tips and hints you give. Some 1 areas in this posting are in truth the finest we have all ever had.

  24. jordans 27. Sep, 2023 bei 12:05 #

    I found your weblog site on google and check a few of your early posts. Proceed to keep up the superb operate. I just additional up your RSS feed to my MSN Information Reader. Looking for ahead to reading extra from you afterward!?

  25. bape 28. Sep, 2023 bei 02:05 #

    There are some attention-grabbing closing dates in this article however I don抰 know if I see all of them center to heart. There is some validity but I’ll take maintain opinion until I look into it further. Good article , thanks and we want extra! Added to FeedBurner as nicely

  26. supreme t shirt 28. Sep, 2023 bei 18:46 #

    An fascinating dialogue is worth comment. I believe that it’s best to write more on this topic, it might not be a taboo subject but typically individuals are not enough to speak on such topics. To the next. Cheers

  27. off white 29. Sep, 2023 bei 07:04 #

    Good post. I be taught something more challenging on different blogs everyday. It can always be stimulating to read content material from different writers and apply a bit of one thing from their store. I抎 desire to make use of some with the content material on my blog whether you don抰 mind. Natually I抣l offer you a hyperlink on your internet blog. Thanks for sharing.

  28. kyrie shoes 29. Sep, 2023 bei 22:09 #

    Whats up! I simply want to give an enormous thumbs up for the great info you’ve got here on this post. I shall be coming back to your blog for extra soon.

  29. off white outlet 30. Sep, 2023 bei 11:27 #

    WONDERFUL Post.thanks for share..extra wait .. ?

  30. 8893 01. Okt, 2023 bei 00:05 #

    Hi there! I simpply wopuld like too give you a huge thumbs
    up forr your excellent information yoou havge got right here onn this post.
    I’ll bee returning to your sife for more
    soon.

  31. 6269 01. Okt, 2023 bei 01:59 #

    Oh myy goodness! Impressive article dude! Tank you, However I am experiencing ttroubles with
    your RSS. I don’t understand whhy I csnnot join it.
    Is there anybodsy hhaving thee samee RSS problems? Anybod wwho knows thhe answer ccan you kijdly respond?
    Thanks!!

  32. palm angels 01. Okt, 2023 bei 02:02 #

    I抦 impressed, I must say. Actually not often do I encounter a blog that抯 both educative and entertaining, and let me tell you, you’ve gotten hit the nail on the head. Your idea is excellent; the issue is one thing that not enough people are talking intelligently about. I’m very glad that I stumbled throughout this in my seek for something relating to this.

  33. jordan off white 01. Okt, 2023 bei 19:37 #

    This actually answered my downside, thank you!

  34. jordan shoes 02. Okt, 2023 bei 07:38 #

    It抯 laborious to search out knowledgeable individuals on this matter, but you sound like you already know what you抮e talking about! Thanks

  35. 4525 02. Okt, 2023 bei 21:09 #

    Why useers still uuse too read news papefs wwhen iin this
    technological world all iss presented oon net?

  36. yeezy shoes 02. Okt, 2023 bei 22:55 #

    There are some interesting time limits in this article however I don抰 know if I see all of them center to heart. There’s some validity but I’ll take maintain opinion till I look into it further. Good article , thanks and we would like extra! Added to FeedBurner as properly

  37. golden goose leopard sneakers 03. Okt, 2023 bei 02:42 #

    My husband and i got absolutely happy Chris could do his investigations through the entire precious recommendations he made out of your weblog. It is now and again perplexing to simply continually be making a gift of secrets which usually some other people might have been making money from. So we know we have the writer to be grateful to because of that. These illustrations you have made, the easy website menu, the relationships you will help to promote – it’s all impressive, and it’s helping our son and the family feel that the issue is enjoyable, which is incredibly serious. Thank you for everything!

  38. goyard tote bag 03. Okt, 2023 bei 12:09 #

    I used to be more than happy to search out this web-site.I wished to thanks on your time for this excellent learn!! I positively having fun with each little little bit of it and I have you bookmarked to take a look at new stuff you blog post.

  39. 1176 03. Okt, 2023 bei 12:13 #

    Helplo there! Do you usee Twitter? I’d like to folllow you if hat would bee
    okay. I’m defnitely enjjoying youur blog annd look frward too neww updates.

  40. supreme new york 04. Okt, 2023 bei 02:25 #

    very good publish, i certainly love this website, carry on it

  41. jordan shoes 05. Okt, 2023 bei 10:53 #

    It抯 hard to search out knowledgeable folks on this subject, however you sound like you realize what you抮e talking about! Thanks

  42. 4039 05. Okt, 2023 bei 10:53 #

    It iss iin reality a great annd useful pieche oof info. I’m hapy that yyou sharesd tis ueful infcormation with us.
    Please keep uus up tto dazte like this. Thanks foor sharing.

  43. bape outlet 06. Okt, 2023 bei 21:30 #

    There are definitely quite a lot of details like that to take into consideration. That is a great level to deliver up. I provide the thoughts above as normal inspiration however clearly there are questions just like the one you deliver up where crucial thing can be working in sincere good faith. I don?t know if greatest practices have emerged round things like that, but I’m certain that your job is clearly identified as a good game. Both girls and boys really feel the influence of just a second抯 pleasure, for the remainder of their lives.

  44. golden goose outlet 07. Okt, 2023 bei 11:52 #

    WONDERFUL Post.thanks for share..more wait .. ?

  45. Golden Goose Deluxe Brand 08. Okt, 2023 bei 04:23 #

    Spot on with this write-up, I truly think this website wants much more consideration. I抣l probably be again to read rather more, thanks for that info.

  46. chrome hearts outlet 09. Okt, 2023 bei 00:14 #

    There are actually loads of details like that to take into consideration. That could be a nice level to carry up. I offer the thoughts above as basic inspiration however clearly there are questions like the one you deliver up the place a very powerful factor will likely be working in sincere good faith. I don?t know if finest practices have emerged around things like that, however I’m positive that your job is clearly recognized as a good game. Each boys and girls feel the impression of only a second抯 pleasure, for the rest of their lives.

  47. yeezy outlet 09. Okt, 2023 bei 20:28 #

    You made some respectable factors there. I appeared on the web for the issue and located most people will go along with with your website.

  48. kd13 10. Okt, 2023 bei 12:15 #

    After study just a few of the weblog posts in your website now, and I truly like your approach of blogging. I bookmarked it to my bookmark web site listing and can be checking back soon. Pls check out my web page as properly and let me know what you think.

  49. supreme clothing 11. Okt, 2023 bei 04:40 #

    I抦 impressed, I must say. Really not often do I encounter a blog that抯 both educative and entertaining, and let me let you know, you have hit the nail on the head. Your idea is excellent; the difficulty is one thing that not sufficient people are speaking intelligently about. I am very pleased that I stumbled throughout this in my seek for one thing referring to this.

  50. supreme hoodie 11. Okt, 2023 bei 21:17 #

    There may be noticeably a bundle to know about this. I assume you made certain nice points in features also.

Hinterlasse einen Kommentar