Whirlpool successfully met the wants and needs of their target audience by addressing the previously absent emotional dimensions that are related to housekeeping, cooking, and generally taking care of the family. Without these emotional dimensions, an appliance loses everything important that it actually does for a family. By acknowledging these emotional dimensions, Whirlpool was able to effectively engage with their target audience on a whole new level.
This successfully addresses the consumer experience by including the positive aspects of the experience on social media rather than just the negative aspects. Previously the only exposure on social media that they had was related to trouble shooting, but now they also have a space to focus on the family oriented positives.
Digital media followers on their main Facebook page are handled with as many individual responses as possible. When a customer has an issue with the product, they are responded to with help or directions. When someone is leaving a happy review they are thanked and encouraged.
In order to make the social media experience more efficient it would be useful if they had a separate page or person to message for trouble shooting where they could redirect all of the negative or troublesome comments away from their positive advertising. This way people’s issues would not distract from the message that Whirlpool is trying to convey.
Marketing Musings 