For some time, one of the first results appearing in Google searches when Comcast, the US cable company sought, was the video of a man sleeping. The man was not, of course, an ordinary person. It was a company technician who had come to fix a problem with the internet connection of one of its customers. First the technician called customer service to find out what to do with the problem, demonstrating its low efficiency. Then he fell asleep on the sofa consumer. And in such a situation the customer made a video and uploaded it to YouTube.
The coach lost his job, the consumer had his revenge on the network when everyone was aware (and solidarity) of poor service and Comcast faced a terrible headache. All this happened, by the way, in 2006, but today, eight years later, everyone will still know that history Technician Comcast sleeping on my couch.
The story is also one of the best ways to illustrate the reasons why brands should not neglect consumers who have angry, either by poor service, for violating the conditions agreed or – simply – have a bad day and let them pay the client unfortunate passerby. A few years ago these stories consumer would upset his immediate circle of confidence and perhaps, if the story was very impressive, the inner circle of those contacts. But now social networks have made the circle of trust has been multiplied by a very high figure: Twitter anyone can take, for example, find criticism and history of that angry customer. And social networks this will be multiplied by a thousand.
Companies have to always respond – and do it properly – to criticism and complaints in social media. Hushing the matter makes no sense, especially because in the end will have the opposite effect. Trying to hide something on the internet is like trying to put doors to the field and, in fact, has a multiplier effect. Internet users are responsible for getting the message far beyond what came in first. It is the dreaded Streisand effect.
An angry customer can be an attack on the waterline of the corporate image of a company. SGAE is one of the organizations that has suffered in recent years the effect of negative consumer sentiment. The copyright association has carried out various campaigns against piracy (or against Internet, according to its critics) that have attracted much criticism. The agency has also not understand exactly how communication works in the times of the network, which has helped create even more negative sentiment, more complaints and more fires in social networks and the Internet shown. Beyond the many hashtags that have starred in 2004 the organization was the protagonist of a campaign of Google bombing. Linkaban Internet web SGAE using for it the word thieves, what made – with SEO standards at the time – to look up the word thieves they were the first in the list. After the campaign, the SGAE was involved in a legal dispute with Julio Alonso, one of the most influential names in the blogosphere at the time and one of the people who had commented on the action, and the echo of the campaign not shut up ( nothing more and nothing less) than 2013.
Customers abandoned
Social networks do not forgive any fault or no oversight. There are many times that Ryanair has carried out various negative episodes, as customers leave their shot at an airport either, their flights delayed for hours or to pay for things that common sense would say should not be paid. The airline was attacked by dint of tweet, YouTube video and photos on all social networks.The customer complaints came to traditional media, always eager shocking news about the airline, and the effect of leaving their abandoned customers became more viral news. Passengers Ryanair mutineers, brides are bundled fist on their planes or emergency landings are some of the headlines that can be found in the various news media about the Irish airline.
Ryanair is also a very clear example of how to move from customer complaints eventually becomes a snowball and then an avalanche that destroys everything in its path. The company had created a brand image in which the main value was that it was very cheap, very low cost, but also added that that was very tatty. The directors of the firm argued that cutrez: the important thing was that they were cheap and that was what consumers wanted. The rest simply served to guarantee these low prices.But as the years progressed, complaints and criticism piled up. What tatty became the main consumers associated the brand and its genuine disdain for customers. Ryanair mercilessly criticize social media was (and still is more or less) and a sport.
Not hear complaints had its effect. The firm began to feel the impact on their corporate accounts and for the first time, had to announce it would not meet expected financial results for the fiscal year. Angry customers accounts penalize companies and that is, as learned in the airline, a fact.Ryanair had to sign a new chief marketing began to create ‘new Ryanair’.They have not only simplified the steps to buy anything on your website or improved travel conditions also started listening to customers. Now they are in social media and also have a customer service (free) in the complain and get (really) solutions.
The ‘dictatorship’ hashtag
In short, it has never been easier than now enforce consumer rights and to note the failures of brands. Communication has changed and brands need to be more transparent, closer and faster in problem management. They have to be more sympathetic.
The world of social networks forces companies to be as waiters familiar corner bar, that he knows how to call customers and brings a new cafe – without cost – when the clumsy consumer throws inadvertently to floor. not worth to be proud (and archetypical) Parisian cafes waiters, those who do not deign or to talk to their customers because they know mumble good morning or in French.
Brands must now face the? Dictatorship ‘hashtag. Any user can launch a complaint, put a catchy hashtag and become a speaker not like everything that mark. Or, even more painful, any user can take advantage of hashtag launching a brand to promote it and turn to the complaint. Hence the trending topic and global shame there is only one step.
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