Virtual customer satisfaction

Last week I wrote about the very traditional approach of many brands in the new space that is Second Life. My colleague Philippe points out to a customer satisfaction survey that was done in Second Life, which confirms my point:

““We were able to detect that companies are transferring their challenges like-for-like from the real world, without creating sustainable solutions for the virtual one,” says Dr. Nils Andres. “The brand sites on Second Life currently look like they’re being treated in pretty much the same way as advertising campaigns, placed with the hope of getting high visitor frequency and good PR scores”. The success of brands in Second Life, on the other hand, will depend on lasting engagement and well-thought out content management in order to generate sustainable interest among avatars. Only then will it be possible to create a positive brand experience. “Experiences and learning effects from real-world leisure and pleasure parks could serve as a very useful basis for planning for manufacturers,” says Andres.”

This results in a low satisfaction score from consumers with the activities of companies in Second Life:

“The first thing to stand out is that 72% of respondents expressed themselves as being disappointed with the activities of the companies in Second Life. Over a third of them were unaware of the branded presence and 42% said they thought it constituted nothing more than a short-term trend, lacking durable commitment from the companies. Just 7% consider that it has a positive influence on brand image and their future buying behaviour.”

Maybe companies need more time to thoroughly think through the opportunity Second Life offers. The ‘being first’ effect for companies is wearing off, maybe this well make brands think more about their presence in this virtual world. But first, time for a break…

Technorati tags: , , , , , , ,

Advertisements