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Founder Stories: GripeO Building A New Social Care Recipe

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Mike Klanac

Written by: Mike Klanac, Buffalo/Houston based entrepreneur and founder of GripeO

Customer Service is changing. For you, and for Businesses. There’s a lot of reasons why. It doesn’t take Chris Sacca to tell you that Twitter really shook up the way people communicate with companies. If you really want to understand how, ask the Social Media “interns” who are now being promoted to Chief Digital Marketing Officer, responsible for handles that simultaneously fulfill a Customer Service, Branding, Marketing, Support, and Sales role (all in one). But it’s more than just the evolution of technology. Extensive research has been done, and while customer service is getting better, probably because of technology, it’s not keeping pace with our rapidly increasing expectations, in an even more rapidly increasing mobile, social world. 1 in 26 people submit feedback after a bad experience. Customer Service “Rage” is at an all time high. GripeO is the result of a team rallied to help address those problems.

GripeO

GripeO is kind of big. We actually call ourselves a “Customer Service Platform” because we serve everyday people/users, in addition to businesses of all size. It’s kind of the nature of the beast when you enter into the Social Care space, and truthfully, the breadth of what we’re doing has been one of the most difficult management issues to handle (two constituencies multiplies efforts across all your channels).

Here’s kind of what we do in a nutshell:

Users submit feedback for any business from one consolidated mobile app, or website, typically in under a minute. Verified businesses can respond to and analyze feedback. Unverified businesses are encouraged to verify and address the issue through social media encouragement, using GripeO. If feedback is completely ignored, it is offered as a highly qualified lead to competitors, in the Complaint Marketplace. Additionally, verified businesses are offered tools to improve their help desk experience. Playing on the concept of complaint feedback actually being an incredible opportunity, the GripeO Social Lead generation toolkit cross references competitive keywords with hashtags like #badcustomerservice, follows them, and reports if the user follows back. This allows businesses to then reach highly qualified leads, at just the right time.

GripeO’s vision is to grow as a feedback aggregator by making it easier and more convenient to submit on one’s own terms, while still guiding and shaping that feedback in a way that provides value to businesses. GripeO will continue to assess new ways to bring data into the platform, be it through new inputs like website widgets and text messaging, or data collection methods, like scraping.

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