Although not broadly known in the U.S., this electrical appliance company is the world’s largest manufacturer of home appliances: washers, dryers, refrigerators, air conditioners, and more. The company markets products in the U.S. under several brand names, as well as serving as a contract manufacturer for certain GE appliances.
The appliance category is super sensitive to consumer reviews. Poor reviews negatively impact sales. Conversely, the more stars a product receives, the more consumers will pay. Interestingly, with proper customer care, most customer dissatisfaction can be addressed and ameliorated.
Prior to Harte Hanks, the company’s primary method of dealing with negative customer feedback was to apologize and shuffle them off to a phone number. There was no further follow-up, and negative reviews often lived on in perpetuity on social platforms. The company was getting no credit for resolutions, nor were they able to flexibly address problems within the customers’ social channel of choice.