The research
In an experiment (N = 233) for my master's thesis, I therefore investigated four webcare strategies: proactive versus reactive response and personal response from the employee versus impersonal response from the company. The proactive webcare intervention was a response to a complaint, without the consumer specifically asking for it, and the reactive webcare intervention was a response to a specific question in which the '@mention' was used.
webcare proactive
Example of proactive tweet with personalization, as used in the experiment (consumer and company names are fictitious)
In the personal response, communication was then made in the first person and senegal mobile phone number list concluded with the employee's initials, such as ^DH. In the response where no personalization was applied, communication was made in
Example of reactive tweet without personalization, as used in the experiment (consumer and company names are fictitious)
Example of reactive tweet without personalization, as used in the experiment (consumer and company names are fictitious)
The subjects were randomly assigned to one of the four versions (a proactive response with personalization, a proactive response without personalization, a reactive response with personalization or a reactive response without personalization). They then filled out a questionnaire with questions about the perception of human and natural communication, for example to what extent they agreed with the statements 'TeleNed is open to dialogue' and 'TeleNed treats me and others human' and questions about the brand evaluations (to what extent TeleNed was bad/good, attractive/unattractive etc.). All subjects were given the same questionnaire, after which the differences between the four groups were measured.