Even the best businesses get complaints from their customers. What separates an average company from a great company is what the business does with the complaints it does get. In the case of White Shark Media, every complaint gets a high-level review
and is analyzed to fully understand what happened, why it happened, how it effected the customer, and what can be done to prevent it from happening again. Each complaint’s outcome or solution is then folded into White Shark’s standard operating procedures to reduce the likelihood of it every happening again.
White Shark is a digital marketing agency based in Miami, Florida with offices in Atlanta, GA and Denmark. With over 150 employees, the company has earned the distinion of having been awarded both Google’s and Microsoft’s SMB certifications for their work in AdWords and Bing Ads.
An example of how White Shark uses customer’s frustations in improving their business model can be found in one customer’s complaint that “I Don’t Feel Communication Is Good Enough”. To alleviate this problem, White Shark implemented a two-step solution. First, each customer has a scheduled monthly status call with their SEM Strategist using GoToMeeting. The conferences can be held more often at the clients’ request. During the call, the SEM Strategist reviews the results from the previous period and the monthly reports that were sent to the client in advance of the conference.
The second solution was to upgrade their phone system so every SEM Strategist had a direct extension. With that upgrade, clients can communicate directly with their SEM Strategist without having to go through a phone tree of menu options. During the initial client setup communication, the direct dial extension for both their immediate strategist as well as that individual’s supervisor is given so communication can be seaming throughout the course of the engagement.
In response to another customer issue, White Shark decided to limit the span of control for their supervisors to three to five strategists. That way, the supervisor can be kept well versed in the daily progress for each of the strategists’ responsibilities.
Sometimes, listening to a customer’s desires forces a company to assess its own strengths or weaknesses. While many customers have commented about White Shark’s not offering SEO (search engine optimization) services, White Shark understands that their main strength is in designing and managing online advertising programs. While acknowledging that this may change in the future, for now, White Shark offers to review and offer suggestions on potential SEO vendors and programs for their clients.
By working vertically with Google and Microsoft, White Shark offers its clients a flat fee, cost effective, goal oriented advertising solution to grow their businesses. White Shark understands the value of their customers and has proven their readiness to understand and seek meaningful solutions so complaints represent a way for both the company and client to benefit.