Not so long ago, I had a really bad experience in a well-known High Street store. The fact is, I was right and they were wrong and it ended up with me (uncharacteristically) storming out, fuming and frustrated.
Now, conventional wisdom has it that if we’re on the receiving end of bad customer service, we’ll tell between 10 and 20 other people. Well, 10 years ago, that may have been the case. But not any more. Oh no. Not by a long way!
A recent Office of Fair Trading poll revealed that consumers are increasingly likely to use social media websites like Twitter, Facebook and You Tube to vent their feelings about poor customer service. And that means thousands – even millions – of people get to know about a company’s service problem. Quickly. And that spells trouble.
When musician Dave Carroll boarded a plane and saw his guitar case being thrown around by United Airlines baggage handlers – and subsequently learned his guitar had been broken – he understandably sought compensation. After months and months of fruitless telephone calls and emails, he turned to social media. Dave and his band – Sons of Maxwell – recorded a brilliant song and video called ‘United Breaks Guitars’ and posted it on You Tube. It soon went viral and has now been viewed more than 10 million times. It was even held responsible for a fall in United’s share price! Ouch!
That’s just one good reason why businesses need an effective social media management strategy. Not just to ‘sell’, but to listen, monitor and quickly respond to negative feedback. Ultimately, it helps you give your customers better service – and that’s music to their ears.