Reading Activity 0601: Brand Communication and Brand Core Values

Brand Communication and Brand Core Values 

ACTIVITY 0601

I looked at Wish.com on facebook, being the brand that I am obsessed with right now. It's a shopping app (shopping made fun).  Firstly here is Wish's statement on their Facebook Page about themselves: 

Shopping made fun!
Download the app here:
http://bit.ly/FBDLink
https://www.messenger.com/t/wish
Wish is an app that lets you shop the mall on your phone! Wish connects you directly with thousands of merchants, so you can buy products at incredible discounts.
Get fashion, shoes, electronics, kitchen gadgets, home decor, sports gear & more at 60-90% off!
💄👙💍 🎣 🏀 🏈 📸 👞👟 💼
We have crazy low prices! 💰💰💰 Buy with 💯 % Confidence.

If your items aren’t perfect, reach out to us - we're happy to help! We’re here to answer your questions, please reach out to our Customer Support Team through the app. 


Their first 20 and all posts feature various somewhat unique looking products with nice photography, one was a cappucino machine, one was an outdoor fire cooking thing, they're utilizing TikTok a little bit, they have a dude on Youtube going on about them. HOWEVER, after having a look at the content they post it's imperative clearly to read the comments and note their responses to customers in order to assess the success of their Brand Communication. So here is a small exmaple of their posts:









 They are portraying themselves, and their core values as being about 'fun' (shopping made fun), being unique, finding perfect treasures, getting what you want, and again all the while having a fun shopping experience. There's no sense that I pick up on of customer satisfaction being part of their core values, although they mention that the support team, and note that they say to reach teh support team through the App. And so one wonders, what's happening on this page then. What we see is reams of desperate angry shoppers unable to contact or make headway with the support team through the app and going to the fb page of the brand to try to interact with them there. They are looking for a human, or a pretend human, whatever it is that represents the Brand and I should say WHOEVER represents the brand because obviously it's on social media, it's got to be a entity we can relate to as one of us, based on the readings. The fun part of all this are these: a selection of comments off of these posts by Wish. 

Wish
 i made an order 5th January that's meant to arrive 6 March but when i try tracking the order it says tracking number not found and the status of the order has been on arrived in south africa for a long time

Dave Pugh
WHY DO THEY CONTINUE TO SEND UNSOLICITED MAIL TO ME EVERY DAY?
I HAVE NOT HAD A VAILD ACCOUNT FOR OVER A MONTH.
I CAN NOT LOG INTO SOMETHING I DON'T HAVE.
VERY UNPROFESSIONAL AND ANNOYING
THERE MUST BE SOMETHING THEY CAN DO...LIKE LEAVE ME ALONE.


  • Kaylee McGowan
     
    6:17
    Ide love to order from wish but so many ppl say they don't receive all there stuff? An I'll b upset I spend a lot online n wanna know I'm safe to do so!
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    • 20h
    1 Reply
  • Terry Keogh
     
    11:44
    scammm still waiting since august lastyear for the things i bought got told was out of stock so i would get a refund and my items delivered for nothing well that was august and still nothing
    1
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    • 20h
    1 Reply
  • Derrck Brandon
     
    5:30
    From Chicago I'll where are wish products coming from,no wish products made in the US
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    • 14h
  • Kevin Gaertner
     
    2:55
    I dont think so I ordered 2 pairs of sunglasses it took 5 months to get my order and already the glasses broke have a nice day from Florida
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    • 20h
  • Joyce M Briggs
     
    8:06
    I placed a order on December 27th, delivery date was supposed to be February 10th still have not received. Tracking number said it made it to the United STATES on January 21st. What happened?
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    • 17h
    1 Reply
  • Susannah Fletcher
     
    3:49
    Hello from GA. Returned an item that was received a month ago still awaiting my refund. Please provide update.
    • Like
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    • 20h
    • Wish
       
      4:57
      Hi Susannah, for assistance please email our support team at support@wish.com and they can look into this!
      • Like
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      • 20h
  • Patricia G Waltman
     
    1:18
    I need to know how to check on orders. My special discount expire because I don’t know how to check out help.
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    • 18h
  • Yanira Sandoval
     
    3:23
    I had the App. I order stuff and didn't receive some of my stuff. Very disappointed
    1
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    • 20h
  • Crystal Simmons
     
    7:46
    Why is prices on items, different from your order
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    • 20h
  • M.C. Walker
     
    13:56
    I buy a lot from wish but I hate when they say something is $7:00 and when you click it on it is always more. You at wish should be more honest.
    1
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    • 20h
  • Uldg Haci
     
    3:13
    The products are very nice but the customs tax is too high
    1
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    • 20h
  • Leslie Murr
     
    3:54
    All the clothes wish sales are not even close to size. Maybe u guy's could share that with buyers. I wear a US ×large and that's a 5× in your sizes
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    • 20h
  • Kammi Connor
    Still haven’t got my order from over a month ago 😡
    • Like
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    • 1h
  • Comfort Mashego
    How do we chat with wish
    1
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    • 6h
  • Päivi Jääskeläinen
    Cant even order anything anymore
  • You will note that there is only ONE response to a customer from Wish. And I did not include the htousands of other comments just like this, amongst all of the ones i lurked, there was only ONE other isntane of Wish responding directly in a human voice to a customer. There are occassionally strange ads as pictured above to the customer I suppose, although it's not clear because they don't say anything to them they just give a PROMO code. 

They are trying to portray themselves, as fun, cheap, unique, fast. I'd say those are the things they are trying to message in part at least but the reaction from the 99% of responders is negative. BECAUSE Wish does not respond. The people on this page have not had success with their outrageously bad recorded customer service run around and they are congregating here to attempt to find a real person. 

This shows me that customer satisfaction is NOT a core value. Now, that wouldn't make sense except for the fact that Wish.com, i have realized is ACTUALLY a form of gambling. It's like a game, so there's little buttons and bright things and deals and so on, its very well designed for the pleasure of scrolling and eploring it. And when half the stuff you get is garbage and you can return it (they just reimburse you in wish dollars to spend there again unless you want to wait 4 weeks for it to go back on your card) you really are just putting money straight back in. So it's not important to Wish that customers are satisfied. In a way it's best for them be both addicted AND unsatisfied. The Wish dollars being so easy to get while. areal refund takes so long means that most likely people will spend them, and the odds are great that they will be spending eXTRA money when they make this next purchasem because as i said it's addictive and there will be other items in the cart that people will choose to buy TOO. Therefor Wish makes money on it's refund policy. 
That said, it's pretty crazy, I have never seen a Brand ignore customers like this. However it is working for them. That's one thing important to note. 



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