E-commerce companies are no strangers to receiving honest feedback. Customers that feel hard done by these large corporations often vent on social media, and social media strategists then hurriedly try to soothe them. These tweets aren’t exactly great PR material, so companies usually try to direct as much attention away from them as possible. Not Snapdeal.
In a bold marketing move, Snapdeal decided to do what Jimmy Kimmel had done very successfully with American celebrities. The company got its top management, including founders Kunal Bahl and Rohit Bansal and Chief Product Officer Anand Chandrasekaran to read out some of the most brutal feedback the company has received on social media. The idea does seem to have its merits – by showing senior management read out tweets, Snapdeal’s sending the message that the company cares about its users. Also, there’s something endearing about the self-deprecatory nature of the exercise.
That can’t have been easy. Also, “slower than Google Earth on Internet Explorer” might be one of our favourite burns ever.