Video: Rogers Communications’ Keith McArthur on how they’re turning their harshest critics into brand ambassadors

No brand is safe from experiencing negative feedback — everyone has critics.

But it’s how you handle the criticism that separates you from everyone else. People appreciate honesty, and if you’re willing to engage genuinely with your unhappy customers, you can earn their love and respect right back.

In the video below, Rogers Communications’ Keith McArthur shares a case study on how they were able to listen, respond, and take real action to convert their online haters into fans. He talks through the steps they took as a company to respond to negative feedback during their new product launch and gives some key takeaways from their experience.

The video is from our sister brand’s BlogWell conference series, and in it Keith covers:

  • How to respond to unhappy customers and negative feedback
  • How to combine real-life engagement with online engagement
  • How to recruit already-passionate customers to help defend your brand online

Check it out:

PS: If you love this, join at the next BlogWell event in New York on September 12 — the event is focused on how big brands use social media, but there are always a ton of great lessons for word of mouth marketers too. And in the meantime, you can find more great videos just like this one in our library.

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