Gone Viral

The role of emerging media in marketing products, services and ideas.

Complaints Fly on Twitter

canstockphoto12062332Social media and customer service have certainly merged. Twitter has become an important customer service tool with 69% of top brands using Twitter for both broadcasting and engaging. Many brands still struggle with the concept, however. This month 1-800-Flowers received thousands of customer service complaints after wilted or damaged flowers were delivered on Valentine’s Day. The company was further criticized for replying to the variety of complaints with standard responses. Brands like Zappos, on the other hand, use Twitter to handle customer service in a much more personal way, and with great success. Scripted responses are not acceptable in a social media environment where consumers expect a personal response. Brands should recognize the importance of replying to consumer concerns with a tone that matches the circumstances and the customer.

What is your best or worst Twitter customer service experience?

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One comment on “Complaints Fly on Twitter

  1. libby815
    February 24, 2015

    I am totally guilty of using Twitter to get a brand to hear me. About two years ago, my very expensive and prized Dyson vacuum broke. It was still under warranty, so I called Dyson and took it to my local Sears store, which happened to be the only Dyson-certified service agent in the area. They had to ship my vacuum to Chicago for repairs and in the process, they lost it. They refused to tell me it was lost, but after a month (the repair was supposed to take a week) it was obvious. I spent many hours on the phone with Sears and Dyson and got nowhere, fast. Finally I Tweeted at Dyson. Within less that 24 hours I was contacted and a brand rep got in touch with me. She personally spent 48 hours trying to locate my vacuum, and when that turned up nothing, sent me a Dyson-certified refurbished model. I was pleased with that solution until I received the vacuum. I was filthy, complete with someone’s hair wrapped around the beater bar (gag!). I immediately contacted the rep, sent her pictures and low and behold a brand new vacuum arrived at my door a week later. Lessons learned here: Twitter is powerful and Dyson does (but does not) suck.

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This entry was posted on February 24, 2015 by .
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