THE NEW VOICE OF THE AFRICAN CONSUMER IS DIGITAL
A few days ago my sister ordered for a particular product she needed urgently from an online store, when the product was delivered it wasn’t of the same quality as advertised on the store. Soon after, she took to social media to express how upset she was, immediately the brand saw it, they shut down the online vendor and got a replacement for her order. One other time I was having issues with my television subscription so I sent the brand a direct message on twitter and in a few minutes they responded and fixed my TV. There’s a long record of customers who have been duly satisfied through digital media platforms and this wasn’t so a few years ago.
Before the revelation of digital media, interacting with brands seemed to be a treacherous journey to undertake. If you bought a product and it was bad, you practically had no one to complain to so you just dispose it and buy another one –more money for the brand and more loss for you.
Now that digital media has given us a voice, we will troll brands and vendors until they hear our voices and deliver value; little wonder why we see a trend in brands and businesses include integrity as one of their core values.
Digital media has made it easier for customers to interact with their favourite brands and we dig.it.all day long.