Today I tweeted the shocking statistic that 70% of complaints on Twitter are ignored by brands.
This reminded me of a recent story I’d seen in Forbes Magazine. It was about a bad experience some customers were having with a high end department store. (I’ll put a link at the bottom of this posting). The experience was picked up on in Twitter land and even though the Twitter handle of the Department Store was used several times, so the brand could hear and act on what was being said, not once did they jump in and try and recover the situation.
You might not like what is being said about your brand or your service but you can’t just ignore it. To do nothing is commercial suicide. It beggars belief.
So if you’re on Twitter you need to be on Twitter because the social customer expects instant replies and it isn’t prepared to wait 20 minutes on the phone to speak to a human being ! Brands need to wake up and smell the coffee.
In the UK, the train company First Great Western @FGW is on Twitter. But come 4PM in the afternoon “ I’m signing off for the day, back tomorrow Jo”. Incredible, as the evening commuter trains start to run or not as the case maybe, the person manning the Twitter Feed turns in for the day. Along with the morning rush, this is probably the most critical time for commuters as they try to make their way home after a day’s toil. Brands like #FGW need to re-think this from a customer perspective. Customers trying to get home in the evening would probably like to interact with their transport provider, to be informed of delays etc – yet they can’t because Jo has gone home for the night.
Customer service is a 24/7 thing and brands like #FGW need to learn that and quickly.