Question from the students’ feedback- “More real life examples based on the theory being discussed. E.g., if a company want to prevent bad WOM by contacting the customers personally what real life examples are there? How did the company handle these kinds of problems?”
My answer-The Dell Hell case would be a good example of this (June 2005).
“An irate blogger by the name of Jeff Jarvis lambasted the company for poor customer service. Within hours, hoards of consumers who were in agreement with his claims posted comments on Jarvis’ blog as well as their own blogs or forums. The company remained in the doghouse for months after failing to address the discontent properly in cyberspace; however, employees and executives finally joined the online conversation and reached out to the bloggers…..”
In the end, they turned the situation around from DELL HELL to DELL HUG.
See this video for more detail. https://www.youtube.com/watch?v=_aK1q5BGBnI
Marketing communication 
So if I understood well from the video one of the employees decided to help the famous blogger Jeff by himself and not because DELL told him to handle it?
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Yes. emplyee’s effort turned things around for DELL.
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