American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

How can you turn an unfortunate customer experience into a positive for influencer marketing?

1. Compare your complaint rate with that of the competition

2. Compensate all complainants with free service

3. Monitor all complaints and react swiftly and courteously

4. Ban complainants from future service

The correct answer is: Monitor all complaints and react swiftly and courteously

Turning an unfortunate customer experience into a positive for influencer marketing hinges on how a brand responds to customer complaints. Monitoring all complaints and reacting swiftly and courteously exemplifies a proactive approach to customer service that can enhance the brand's reputation. By addressing issues promptly, a brand demonstrates its commitment to customer satisfaction and can often turn a negative experience into a showcase of excellent customer service. This responsive behavior not only reflects well on the company but can also attract the attention of influencers who appreciate brands that value their customers. When those influencers share their experiences, even in the context of complaints, they can highlight the brand's commitment to resolution and customer engagement. Such narratives can resonate with their audiences, showcasing the brand as one that cares deeply about its customers. In contrast, seeking to compare complaint rates with competitors may not directly address the issues at hand, while compensating all complainants might be financially unfeasible and could undermine the perceived value of the service. Banning complainants entirely can create a negative image, as it conveys a lack of willingness to engage with customer feedback. Thus, monitoring complaints and responding appropriately stands out as the most constructive way to enhance the brand's presence in influencer marketing.