A Proactive Corporate Response is Key
No matter what, a company will have to communicate with consumers on the internet. Interacting with consumer feedback should be done proactively. A company should not find themselves reacting to positive or negative commentary. Instead, they should have specific plans in place to interact with their customers. A proactive corporate response ensures that a company is not caught by surprise by comments online. Without one, a company will always be one step behind their consumer’s sentiment and always playing a game of catch up. A great example of a proactive corporate response is Krispy Kreme.
Krispy Kreme: More than Doughnuts
Website Proactive Corporate Response
Who can’t resist the euphoric feeling that occurs each time a bite is taken out of a Krispy Kreme Doughnut? Of course, this mega-company is known throughout the world for their amazing products. However, did you also know that they are a perfect example of a proactive corporate response? By interacting with the company on any of their digital platforms, this is easy to see. For example, they have a “Need Help” page that directs customers to stores directly for specific concerns or to a hotline if there are technical issues. Overall, their “Need Help” page covers almost every service problem that a customer might have, in addition to a F.A.Q. section. Also, it is impressive that they have a “General Comments” section where customers can go when they are unsure of their problem area.
Krispy Kreme’s social media provides for its proactive customer approach. For example, they interact amazingly with their followers on social media. On Instagram, they constantly are answering customers’ questions and directing them in the correct direction for an answer if they cannot provide one. See the images below to see the post and their conversation with a customer.
Post via https://www.instagram.com/p/CG0bRS0lNPR/ 
Caption via https://www.instagram.com/p/CG0bRS0lNPR/ 
Comment stream via https://www.instagram.com/p/CG0bRS0lNPR/
Krispy Kreme’s Twitter is much of the same compared to their Instagram. However, they seem to do much more quality control on their Twitter by fielding a larger quantity of negative experiences. With each, they either answer their question directly or provide a link to the exact spot where it can be answered. This shows proactivity because it allows customers to receive clear answers easily, which can later lead to a positive sentiment by that once upset customer. See the below post to see how they fielded a recent negative experience.
Lastly, their Facebook responses to consumer’s comments and concerns are very similar to their Twitter. However, they tend to have a little bit more of a fun and relaxed approach on Facebook, as they utilize emojis in responses. This is important because responding proactively shows customer’s that it is an actual person responding and not a forced canned response. Below shows an interaction with a few upset fans over their new doughnut design.
Post via: https://www.facebook.com/KrispyKreme 
Interaction via:
https://www.facebook.com/KrispyKreme
The Results of Proactive Corporate Response
Proactive responding allows companies to give life and personality to their digital presence. This approach allows customers to have their questions and concerns answers quickly and without confusion as well. Since information is available within seconds to social media managers, they can worry more about their response tone rather than what to respond with. Being friendly and concise allows both parties to find a solution to the problem without delay. Of course, this response is all dependent on having the resources in customer service and on their webpage to get these answers to consumers easily. Although the majority of customer interactions occur on social media today, it is still of great importance to have a strong customer service team and website. Any company trying to boost their reputation and become known as helpful should consider proactive corporate responses.