04 February 2013

Building customer’s trust: the new challenge for companies in social networks

With the emergence of 2.0 channels, companies need to control a double-edged sword. Bad news spread quickly, particularly on Twitter, the instant social platform par excellence where opinion leaders of all sectors meet. Tweets of satisfied customers might spread, but the opinion of a dissatisfied customer will certainly be retweeted by customers who suffered a similar fate (a negative word of mouth).

In order to help companies face these new challenges, which greatly enhance the disclosure of their good and bad practices, I have drafted a special report explaining, from my professional point of view, the issues that need to be taken into account to correctly manage the online call centers, the new spaces where companies interact with their clients.

María Eugenia Durán, Director of Online Communication of LLORENTE & CUENCA in Argentina


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