This very specific chapter has provided in-depth secondary analysis about identified research issue. Use of Social Media as the Voice of Customers on House of Quality is the primary concern of this particular study based on which reliable and valid resources are collected by involving the opinion of numerous eminent scholars. Based on 6 themes associated with the research topic collected data and information is evaluated critically. The entire thematic analysis has involved the opinion of numerous contemporary scholars. The organization that is selected for analysing data includes Maybelline Singapore, which is considered as one of the most prestigious cosmetic brands occupying predominant places in social media platform(maybelline.com 2018). As per market analysis review of IQ, Maybelline captured 59 million ‘likes’in the age of Instagram (digiday.com 2018).
Theme 1: Social media as a voice of customer:
As per the opinion of Scott (2015), around 71% of the teenagers uses social media platform as a source of collecting product information (nielsen.com 2018). With the emergence of new technology the expectation level of the customers are getting improvised day by day. In quest of meeting the needs and demands of the customers’ business experts have to improve their marketing plans and policies in accordingly. After launching their business process Maybellinehas started their tradition business store in the market of America. After getting a huge response from the customers the business experts have decided to launch e-commerce business process. Social media is the only platform based on which the marketing executives can gather both service providers and users together. As per the business scenario of Maybelline, it is observed that the marketing executives have introduced their products in social media pages for drawing the attention of global customers. As opined by Ashley, Christy, and Tracy (2015), superior quality of lipsticks, nail police, eye shadow, suns screen, make up kits, colossal liner are available from the stores of Maybelline. In quest of acquiring brand image and brand identity the organization has decided to select social media presence to get an instant reaction on behalf of the customers.
On the other hand, customers initially did not get enough scope of providing their feedback after purchasing products and services. The emergence of social media however has become the voice of customers with the help of which the service providers can get response regarding their products. The feedback can be either positive or negative. Based on the prior response collected from the customers,the marketing executivesplan to amend their business strategies. On the other hand, Tiago et al. (2014) differed the point of view that customers are using social media platform in a negative way. As a result, the business expert of Maybelline is getting misinterpreted in making their promotional strategy which reflects on the business profitability enormously.
Theme 2: Impact of house of quality on product development
House of quality implies a product development matrix that signifies an inseparable relation between customers’ desire and product of quality. Aichner, Thomas and Frank (2015) opined that product quality is defined based on the customers’ actual needs and desire. If the product is unable to maintain customers needs and demands the product quality is considered as poor. However, house of quality is the matrix based on which the business experts intend to identify the areas of customers’ preferences. With the major initiative of research and development team of Maybelline, the business experts collect data about current market trend. In case of launching the brand in social media, the business experts have focused on three important factors which include product diversification, product design and product quality (Broekemier et al. 2015). While analysing the ways of customer satisfaction it is observed that more than 50% of the customers available on social media are in craze of product variety. After finding this data, the marketing executives of Maybelline has decided to render product variety within services.
The product designers have invented several new varieties within products. For an example, the variety that Maybelline has brought within their lipstick includes Maybelline Colour Sensational Lipstick Pink Petal, Maybelline Super stay Lipstick in Kiss Me Coral, Maybelline Colour sensational Lipstick in My Mahogany, Maybelline Colour sensational Lipstick in Fruit Punch, Maybelline Colour Sensational Lipstick in Glamorous Redand so on (maybelline.com 2018). As a result, the customers can get the scope of making a comparative analysis among those shades. However, house of quality enables the business experts in analyzing the scope of product development as per current trend of market. Therefore, customers’ voice and response through social media is highly important for developing product quality.
Theme 3: Interpersonal relation between social media and house of quality
As already mentioned, with the advancement of new technology the expectation level of the customers are getting improvised day by day. In quest of meeting the needs and demands of the customers’ business experts have to improve their marketing plans and policies in accordingly. In quest of acquiring brand image and brand identity the organization has decided to select social media presence to get an instant reaction on behalf of the customers. The business expert of Maybelline is getting misinterpreted in making their promotional strategy which reflects on the business profitability enormously. In case of launching the brand in social media, the business experts have focused on three important factors which include product diversification, product design and product quality. The ream of social media is vast and wide that can easily draw the attention of people from different geographical backgrounds and attitudes.
Theme 4: Impact of social media as a voice of customer for house of quality
The House of Quality focuses on the product development matrix, which is based on the evaluation of the demand of the customers and the quality of the product offerings of the enterprise. Kumar et al. (2016) stated that feedbacks from the customers, as implied by the voice of customer help organizations in maintaining the standardization protocol as per the objectives of the organizational sustenance while operating in the offshore markets. Social media plays an important role through providing the customers with a platform of raising their voice as per the needs so that the organizations might comply with the changes in the systems of the business operations.
Zhang et al. (2014) stated that the intervention of the social media platforms has helped in developing the organizational understanding of the needs of the customers while operating in the offshore markets. Moreover, Valos et al. (2016) added that around 82% of the total samples are prone to visit social media platforms for deriving information of the different available products and the brands in the markets. Therefore, the integration of the organization with different digital media platforms has enabled the organizational growth through mass awareness at an affordable cost. Alt and Olaf Reinhold (2012) noted in the research that integration of the social media platforms has helped in creating the maximum awareness among the target customers.
|
Brands |
Influence of Facebook integration on enhancing the rate of operations of the business |
|
Maybelline |
59 million likes |
|
Estée Lauder’s |
5 million likes |
|
L’Oreal |
27 million likes (Kristianto, Mian and Maqsood Sandhu 2012) |
The likes that are received by organizations in the social media platforms are based on the performance and quality that is offered by the same while operating as per the demands. The voice of the customers acts as a tool for bringing forth improvements in the organizational design and design of products. On the other hand, Kristianto, Mian and Maqsood Sandhu (2012) argued that the negative comments of the customers affect the brand name of the organizations while operating in the offshore markets. The quality development objectives of the organization are supported through the feedbacks that are retrieved from the customers. However, Zhang et al. (2014) argued that the web is already overcrowded with the different contents from the various organizations.
Maybelline has undertaken steps to integrate with the different social media platforms in order to identify the concerns of the customers. The identification of the concerns of organizations has helped in bringing forth changes in the line of products that are devised by the brands. Alt and Olaf Reinhold (2012) stated in the research that some 28% of global marketers believe that the social media integration of the organizations like Maybelline and L’Oreal has helped in enhancing the product offerings and the quality management. However, Valos et al. (2016) studied that some 32% of the negative comments that are provided by the customers has affected the brand name of the organizations adversely. The digital promotions through different social media platforms and the responses of the customers that are recorded by the organizations have helped in bringing forth changes in the operations of the business.
Kumar et al. (2016) stated that governance plays a major role in organizational integration with the social media platforms. Suitable implementation of tools for governing the social media platforms and the synthesis of the contents helps in maintaining the efficacy of the functions of the business operations. However, Rydén, Torsten Ringberg and Ricky Wilke (2015) stated that some 27% of the organizations lack proper governance which affected the loyalty of the customers through the publication of inappropriate content. Mergel (2013) added that the lack of proper feedback giving systems of the organizations affects the sentiments of the customers while they provide their valuable feedbacks after utilizing the products through social media platforms. Kristianto, Mian and Maqsood Sandhu (2012) stated that the lack of proactive approach while responding to the feedbacks that are shared by the customers affect the objectives of the organization that influences the social media integration. In this relation, Estée Lauder’s suffered through the lack of customer loyalty due to poor responding systems of the organization. Valos et al. (2016) stated that some 48% of the profitability of the organization is affected through the lack of the proactive approach of responding to the queries of the clients. The voice of the customers acts as a tool for bringing forth developments in the line of products through the identification of demand of the customers and the different concerns relating to quality management.
The content that is published in the social media platforms helps in making the target customers aware of the different product offerings of the organizations. However, Rydén, Torsten Ringberg and Ricky Wilke (2015) stated that the lack of proper communication with the customers affect the smooth functioning of the systems of the business while operating in the offshore markets. Alt and Olaf Reinhold (2012) noted that the quality of the developed product is based on the different feedbacks that are retrieved from the customers through the utilizatipon of the social media platforms. However, Mergel (2013) noted that 63% of the organizations are affected by the negative promotions that are forwarded by the customers. Moreover, Marshall et al. (2012) stated that the cultural clashes affects the promotional practices that are undertaken by the organizations through social media platforms. For an instance, Shiseido faced an issue while undertaking digital promotions of the product offerings, which was opposed by the German customers due to differences in linguistic expressions. It has affected the sales volume of the organization by 2.4% (Mergel 2013). Kumar et al. (2016) stated that the differences in the languages has affected the social media integration objectives of the business. However, Zhang et al. (2014) stated that apart from all the disadvantages, the social media integration of the companies facilitates in identifying the different needs of the customers and thereby ensure quality management. Integration of the organizations with different social media platforms has helped in maintaining the efficacy of the systems through the identification of the concerns of the customers.
Theme 5: Barriers of using social media as a voice of customer
Social media and its various digital platforms are a prevalent idea in current times which help people to engage with each other in conversations and to connect with the customers. Perrin (2015) states that social media have been on the growth with the change in time and people have become more attached and used to the idea of social media and the ease of use that comes with it. It is very easy to connect with people all over the world with the help of social media and especially for businesses as they can connect with a large base of customers without much effort. They have one single platform through which they can connect with a large number of people and this becomes a benefit of the company as they do not have to spend much amount for their advertising or for exposing their brand to the customers (Van Dijck 2013). Maybelline uses social media to a great extent by advertising their products through different social media platforms such as Facebook, Twitter, Instagram and others. However, social media cannot always be used as a voice of customer even though it has many advantages. This is because, along with the advantages, there are several barriers to using social media platforms as a voice of customer. There are mainly four barriers to using social media as a voice of customer which could be faced by Maybelline.
Firstly, social media is often used to criticize the company. This is the most common and the biggest barrier to using social media. Customers are able to freely give their views on the social media platforms of the Maybelline which might not always be an advantage. In case of any crisis these customers could give bad reviews or feedbacks regarding the company which can contribute to the tarnishing of the image of the company. Maybelline would face various backlashes if the any of the products of the company fails in the market. The customers are quick to point out the mistakes of the company more than they point out the good things that the company does. This is because criticism is an integral part of human being which they do with enthusiasm. As reported in HuffPost UK (2018), Maybelline faced severe backlash when a beauty blogger publicly stated that the company only sold makeup for the white women population. There was severe criticism on this practice of the company since the company did not cater to the needs of the black women population. Maybelline uses black woman to advertise their products but those same products could not be used by the model since they did not suite her complexion. In this scenario the customers flooded the social media platforms of the company with various comments about the ill practices that were being adopted by the company.
Secondly, social media is such a platform where the company needs to continuously update their information so that they are able to maintain a smooth connection with the customers. The company has to post regular information about their products and services and the steps that they are taking to make sure that transparency us maintained with their customers. Transparency is very important for the good brand image of the company since the customers need to know every aspect of the company which makes them feel important and also makes them understand that the company is not hiding any information from them. For example, Maybelline posts regular updates regarding their several products on instagram in the form of pictures which receives various comments from customers. In case of launch of any new product the company will be able to share it with a large audience in less time by posting it on their social media sites. Caecilia et al. (2017) states that social media updates also have great impact on the buying behaviour of the consumers since the attractiveness of the posts can also act as an influencer for the consumers to purchase the products.
Thirdly, the feedback received from the customers are of utmost importance to the company. However, these feedbacks could also become a barrier for the company to understand the voice of the customer if they are not evaluated in the right perspective. The feedbacks would help the company to understand the views and the opinions of the people or the customers. These views would help them during any future strategy that they might obtain for their manufacturing or operations or even include them in their existing products and services. Feedbacks are necessary mostly in cases where the company does a trial run for any new product which will be launched into the market. (Gu and Qiang 2014) proposes that this is a big barrier since the feedbacks are not always considered by the company since the large amount of feedbacks received in social media platforms might not always be easy to manage or comprehend. Therefore, there might be many important views which could get lost in the crowd of feedbacks and opinions. When any new product of Maybelline is launched into the market, there are various customers who would give their positive or negative feedbacks about the product depending on the quality of the product. These feedbacks needs to be analysed properly to determine if the products are a success in the market and are accepted by the customers or not.
Lastly, another barrier of social media as a voice of customer is the scripted communication that is done with the customers through social media. Every company has a set of scripts that are used during any interaction with the customer through any social media platforms (Harasimiuk et al 2018). These communication techniques are often not liked by the customers who miss the personal touch that an executive can provide over the phone while solving any issue or interacting with the customer. The interactions and communications over social media often feels very robotic and hence make the customers feel like they are not being treated well or valued.
These barriers are the most common ones that stops social media as a platform for the voice of customer. It is important that the customers feel valued regarding the opinions and the feedbacks that they give and they can also feel a connection to the company. Maybelline would have to make sure that social media is able to make that connection and move forward from the traditional communication methods.
Theme 6: Effective ways of overcoming the barriers that social media users have to face in becoming voice of customers
The social media tends to implement the fear of criticism within the given organisation in order to deal with the posts that are used to advertise about the products and the services that are extended by the concerned organisation towards the clients. The concerned organisation might overcome these barriers by promoting the positive remarks and the comments that they have received against the marketed products (Fuchs 2017). The concerned organisational management that have been related to the handling the social media presence of the concerned organisation might be advised to engage in the proper conversation with the concerned clients. This might help the clients of Maybelline to receive a proper feedback on the various queries and the discrepancies that are faced by the concerned client (Ioan?s and Stoica 2014). The solving of the queries and the discrepancies that have arisen among the clients of Maybelline tend to help the potential future clients to place their faith on Maybelline (Grégoire, Salle and Tripp 2015). The management of Maybelline might be advised to adopt a casual approach in their delivery to the queries and discrepancies. The replies that have been put forth to the concerned clients should also depict the human nature of the management of Maybelline.
The social media is a very effective way to connect with the various clients of the organisation. This might help in the matters that have been pertaining to the regularity of the presence of the concerned company in the various social media platforms. The presence of the concerned managerial body of the Maybelline might help them to resolve the queries and the discrepancies that might arise among the concerned clientele (Zhu, and Chen 2015). The concerned clientele of the organisation might be assisted by the regular presence of the company over social media. The concerned company in discussion, Maybelline, might also be advised to employ a certain section of the staff who have been dedicated to the dealings with the various matters relating to the social media presence of the concerned company. The concerned team must display a certain level of humanity while dealing with the responses to the people who have been interacting over the social media (Ahmad, Musa, and Harun 2016). This might help the concerned company, Maybelline, in this case, to gain a larger loyal client base for the company itself.
The company in discussion, Maybelline might also be advised to implement the various measures that are necessary to deal with the evaluation of the feedback of the concerned clientele. The major barrier in this case might be the implementation of a team off analysts who might be able to deal with the responses that are provided by the concerned clientele as well as the employees of Maybelline (Celuch, Robinson and Walsh 2015). This might help in the matters that have been related to the goodwill as well as the image of Maybelline. The analyst team might also help in the matters that are related to the discussion of the various demands of the clients of Maybelline (Fabijan, Olsson, Bosch 2015). The evaluation of the feedback of the clients might also help in the matters that are related to the development of the various products and the services that are offered by the concerned company, Maybelline. The evaluation of the feedback of the concerned clients as well as the employees of Maybelline over the social media might help in the development of the necessary changes within the given organisation.
The concerned company in discussion, Maybelline, might face a number of issues in the matters pertaining to the charges that the conversations on the official pages of Maybelline at the various social media platforms are very cryptic in nature. The company in discussion, Maybelline might be advised to train the concerned employees to implement some human touches within the concerned communications (Kevoe-Feldman 2015). This might be implemented by training the staff regarding the ways to implement the humanly touches within the communication that have been extended to the concerned employees of the organisation. The concerned employees of the organisation who have been dealing with the various queries, discrepancies and complains of the clientele as well as the employees of the organisation. The organisation might also solve the concerned barrier by initiating personal chats as well as being empathetic in their approaches to the concerned client (Verhoeven 2015). The empathetic touch in the communication might help in the retention of the client of the company as well. This might also help in the increase in the engagement of the concerned employees within the organisation.
Analysing overall all the points as well as the themes on the Social Media on the voice of quality in House of Quality, it can be assessed that the use of social media as a the voice of the customers is really one of the most important facts. In the age of Facebook and Instagram, it becomes essential for an organization to have a specific social media following which will help the organization to have a stable follower list as well as the loyalty of the people with the brand will also grow with each passing day.
In the analysis conducted in the previous paragraphs, it can be stated that Maybelline, Singapore is one of the most celebrated brands of the modern times with a very strong follower details. The number of likes and followers is on a steady increase in the brand social media page which accounts for its increase in followers. According to the Theme 1 stated in the analysis, social media is the voice of the customer which means that the customers can express their own set of problems as well as solutions on the social media accounts. Moreover, the social media accounts of the companies can act as a link between the customers and the companies which can be used as a communicative medium. Right from the new launches to the customer feedback on the new as well as the old products, everything can be found on the social media page of Maybelline along with the detailed review as well as mention of the brand. This makes sure that the brand gets enough exposure to the rest of the world and even to the new and old customers who are constantly striving to find new products for their personal use.
In the second theme analysed in the report, the House of Quality concept as well as its association with Maybelline as a brand is mentioned. The brand is one of the most varied brands in the cosmetic and beauty market which implies that they have a strong hold on the market both in terms of the product as well as the variety of product that is there. The customers who are interested to buy the products have a number of options to their favour which clearly state the reason for the popularity of the brand. Moreover, the brand has the three factors needed for the popularity of the brand namely diversification, product quality and the demand of the product which has made sure to keep the interest of the buyers attached to the phase. The House of Quality of Maybelline is op top quality as it has enabled the customers to get attracted to the brand due to the varied products that the company has in terms of the beauty and makeup items of the brand.
According to the third theme as stated in the analysis, it can be stated that social media plays a vital role in the House of Quality of the brand which is one of the major themes of the brand analysis. Due to the continuous goodwill of the brand, the customers find to have a better expectations on the brand identity which means that the brand needs to emphasise more on the marketing techniques as well as the product and services of the brand in the concerned time. The House of Quality of Maybelline is one of the most significant of the cases which means that the consumers of the brand have a specific requirements to the brand and the brand is on the topmost level due to the adherence of all the qualities that the brand should possess to be at the top.
According to the fourth theme of the study, the House of Quality which is one of the chief determinants of the product development matrix is to make sure that the social media of the product plays an important role in the assessing of the brand. Maybelline being one of the most popular brands in the genre plays a vital role in the customer appreciation. Due to the popularity of the social media service, the people who are aware of the brand visit their social media accounts for the knowledge of the products and new launches which make sure that the role of social media in the brand is of prime value. The use of social media in determining the problems and the measures of the customers is one of the important ways to make sure that the brand has ample amount of customer satisfaction level. The lack of such activities is always associated with the dissatisfaction of the customers which makes sure that the brand has lost all the measures for being the best brand in the circle. Governance along with the integration of the organization plays a major role in the overall social media presence of the brand which makes the brand one of the best in the scene.
Though the use of social media is one of the major factors that has led to the success of the brand both in the long and short term, still the barriers of social media usage like the update factor as well as the communication plays one of the major roles. The customers though want to make themselves updated with the new launches as well as the products, the social media can also make them negative to a certain brand. The continuous criticism as well as the negative vibe that is there in the social media account can make a customer have bad views which can affect their loyalty and their buying value. The social media has played its part in determining the fate of a brand by means of its feedbacks and the amount of care that the brand has for the customers. The social media determines the level of the goodwill that the brand will possess which makes the fact that social media is of utmost importance in life of the people.
Below is the framework for the unstructured data on social media to make it structure in order to satisfy the voice of customer for the House of Quality.
Inspite of the various problems that social media has in terms of the negative publicity and other factors, the recommendations that has been done in the last portion serve to save the company from the ill effects of the hazards. The company and social media have an inter related effect to it which makes the brand either of great value to the scene or possess certain ways to make sure that the social media is of prime importance in today’s marketing since without publicity the marketing of the product is at the worse stage and social media is the best form of marketing in modern times.
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