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.
First Great Western @FGW Signing off for today. See you in the morning - Jo
Customer service is a 24/7 thing and brands like #FGW need
to learn that and quickly.
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