1. Comcast – Comcast Demands Reason for Cancellation
This call is cringe worthy. You can listen to the entire recording here.
The customer should always be in control of the conversation, especially when they are asking for a basic service.. It is a normal business practice to tryand retaion a customer and, if they choose to leave, to gather information as to the reason. Companies rely on this data in order to retain customers in the future and to improve their service.. Comcast goes way too far in this call, and sadly, this is not uncommon. Many large companies will try to badger you into giving up and staying, or try to offer you a discount to stay on. This call recording now has over 5,000,000 listens. Comcast even went as far as to issue a public apology.
Solution: Let customers leave when they want to. If they don’t want to tell you why, don’t try to force them. At Marketing Support Network we make sure that people who call in receive the highest level of care and respect reflected from your brand. We design our interaction guides to ensure that we don’t let our agents get trapped in a cycle of bullying your customers or donors. You don’t want 5,000,000 people listening to a 10 minute sales-pitch for your competitors.
2. Bank of America’s Twitter Bots Don’t Get Jokes
Twitter is full of trolls, bullies, jokesters, and real customers with real problems. Bank of America, and many other large brands, rely on automated replies to handle customer inquiries on social media. This is a huge mistake. Bots don’t understand sarcasm, can’t find all the customers who really need help, and are too easily outed as the fakes that they are. See the screenshots below from a great interaction.
Solution: High volume is no excuse for bad service. When your social media is out of control, consider contracting an outside company like Marketing Support Network that works diligently to make sure that all of your real customers are helped and that your haters don’t get to use your account as a platform.
3. Deleting Comments – Peanut Butter and Sham
When you delete comments from your Facebook page you are telling your customers that when they have concerns, or tough questions, you aren’t really interested in answering them. Smuckers got into trouble in 2014 when many of their customers were asking questions about them using GMOs in their products. When users posted these comments, they were immediately deleted and not given any sort of response. You can rest assured that these users will be looking for jelly elsewhere (and are probably posting about that all over their Facebook pages… where Smuckers can’t get their delete-police to patrol.)
Solution: Instead of deleting every negative comment on social media use it as an opportunity to have a short and public dialog with your customers. Especially when comments are geared around a specific issue, you have the chance to create a consistent message that can let your customers feel heard and ensures that your brand remains honest. Consult with Marketing Support Network on how to create and implement social strategies that keep customers happy and promote positive dialogue around your brand.