Angry Tweets Get Better Responses Than Nice Phone Calls
The era of traditional customer service is dead. Now businesses must have a web-based response strategy in dealing with issues. This was first illustrated in 2005 when Jeff Jarvis wrote an angry tweet about his negative Dell computer experience in his blog, “Buzz Machine”. After many problems with his “lemony” laptop and being given the runaround, he created a viral buzz by stating, “DELL SUCKS. DELL LIES. Put that in your Google and smoke it!” Dell realized the harm this could do to its brand, hence the “Dell Hell” revolution. Eventually, Dell, and other companies began to understand the significance of creating an online communication strategy; a blog where technicians could reach out to disgruntled customers such as Mr. Jarvis.
In more recent news, a JetBlue customer got a $50 fee for checking a box containing a fold-up bicycle, clothes and some cheese. The box met all the requirements to keep it from incurring a baggage fee, but JetBlue’s policy for checking a bike called for a charge. The passenger repeatedly called the airline’s customer service center and was told no exceptions would be made. He blogged and tweeted about his situation, and JetBlue eventually reversed his charge and changed their policy.
Virgin America recently helped a customer book tickets after seeing their tweets about having trouble finding a flight. Comcast Communications and Sprint, to name a couple, have also joined the movement. Companies like these now have social-media teams who direct-message customers and connect them to the proper channels in an attempt to do preemptive social-media damage control. They are finding it more efficient to deal with complaints through social media versus call centers.
"One Twitter-er can handle 4 - 5 people at once, rather than a slew of representatives on phones dealing with one customer at a time."
But, twitterers are still mostly being used as an information booth to more quickly redirect customers to the best resources.
There is a massive divide emerging between marketing and customer service operations due to the infectious spread of social media. Marketers are promoting the value of social media – while the operations staff is sitting on the sidelines. Maybe they should start tweeting.
How will you handle your next customer service issue? Will you send an angry tweet or make the traditional phone call?
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