The aim of this report is to answer the following research questions: How effectively is Facebook used as a customer relationship management tool for shopping goods such as personal care products? Indeed, the analysis of the Facebook profile of The Body Shop, Yves Rocher and Rituals lead to the alarming issue that the admins of these pages, especially of The Body Shop, do not answer negative feedback, though they can have a serious impact for the brand. These key findings led to two distinct suggestions, the first having as objective to increase the brand’s involvement with its customers and the second providing a guideline of how to deal with negative feedback. The overall objective of this report is to create better customer relationship management since this leads to higher engagement with the brand which in turn leads to stronger loyalty, reduced competitive threat, greater advocacy and increased opportunity for sales.
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