{"id":3408,"date":"2011-12-20T09:51:56","date_gmt":"2011-12-20T09:51:56","guid":{"rendered":"http:\/\/www.markwilson.co.uk\/blog\/?p=3408"},"modified":"2012-01-16T18:03:46","modified_gmt":"2012-01-16T18:03:46","slug":"is-this-how-to-handle-customer-complaints-on-social-media-really","status":"publish","type":"post","link":"https:\/\/www.markwilson.co.uk\/blog\/2011\/12\/is-this-how-to-handle-customer-complaints-on-social-media-really.htm","title":{"rendered":"Is this how to handle customer complaints on social media? Really?"},"content":{"rendered":"<p>There&#8217;s an old adage about how<\/p>\n<blockquote><p>&#8220;a happy customer tells one friend, and unhappy customer tells everybody&#8221;<\/p><\/blockquote>\n<p>I\u00a0have a bad habit of telling the world (well, 1500-odd people on Twitter and a few thousand more via my blog) when something doesn&#8217;t work out for me and, over the weekend, it was <a href=\"http:\/\/www.three.co.uk\/\">Three UK (3)<\/a> whose <a href=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/12\/a-workaround-for-ipad-users3-subscribers-to-access-their-mobile-broadband-bills-on-another-device.htm\">inability to supply me with a password to access my account online<\/a> resulted in this tweet:<\/p>\n<p>[blackbirdpie url=&#8221;https:\/\/twitter.com\/#!\/markwilsonit\/statuses\/148373649827708928&#8243;]<\/p>\n<p>I&#8217;m certainly no celebrity and I don&#8217;t expect every company to roll over when I act like a petulant teenager, but they could at least try to address my issue. Couldn&#8217;t they?<\/p>\n<p>To be fair to Three, their online team <a href=\"http:\/\/twitter.com\/ThreeUK\">@ThreeUK<\/a> (which is clear about its online hours: Monday-Friday, 9am to 5.30pm) responded but their response simply bounced me to another Twitter account operated by the company:<\/p>\n<p>[blackbirdpie url=&#8221;https:\/\/twitter.com\/#!\/ThreeUK\/statuses\/148718612167917568&#8243;]<\/p>\n<p>They also responded to another tweet of mine arising from a discussion about the issue with one of my Twitter contacts:<\/p>\n<p>[blackbirdpie url=&#8221;https:\/\/twitter.com\/#!\/ThreeUK\/statuses\/148719082831745024&#8243;]<\/p>\n<p>Ignoring the grammar, if you care about customer service, what happened to owning the customer&#8217;s problem and managing it to resolution?<\/p>\n<p>Clearly Three have (at least) two Twitter accounts operated by two teams: marketing and customer service. That&#8217;s OK, but they don&#8217;t seem to be able to take a problem inside the organisation to work out the best approach &#8211; they simply bounce me from one to the other. Oh dear.<\/p>\n<p>So I got in touch with <a href=\"http:\/\/twitter.com\/ThreeUKSupport\">@ThreeUKSupport<\/a><\/p>\n<p>[blackbirdpie url=&#8221;http:\/\/twitter.com\/markwilsonit\/statuses\/148736144350248960&#8243;]<\/p>\n<p>and a reply came back soon enough but it merely repeated what I already know &#8211; that their process is broken&#8230;<\/p>\n<p>[blackbirdpie url=&#8221;http:\/\/twitter.com\/ThreeUKSupport\/statuses\/148762215674163200&#8243;]<\/p>\n<p>[blackbirdpie url=&#8221;http:\/\/twitter.com\/ThreeUKSupport\/statuses\/148762313867014144&#8243;]<\/p>\n<p>&#8230;absolutely no response to my issues:<\/p>\n<blockquote><p>&#8220;My issues here are: having to pay to speak to a customer service agent and being kept on hold for a while; getting poor advice from the agent (unless Three can tell me how to drag and drop my bill from their portal to my email, on an iPad); and not getting an answer to my problem. Visiting a store\u00a0is simply not worth the effort (20-odd mile drive, pay for parking, an hour of my time) \u2013 but could well lose Three a customer.&#8221;<\/p><\/blockquote>\n<p>I even threw them a lifeline:<\/p>\n<p>[blackbirdpie url=&#8221;http:\/\/twitter.com\/markwilsonit\/statuses\/148776522382192640&#8243;]<\/p>\n<p>Nothing from <a href=\"http:\/\/twitter.com\/ThreeUK\">@ThreeUK<\/a>, and a &#8220;yeah, whatever&#8221; (I paraphrase) from <a href=\"http:\/\/twitter.com\/ThreeUKSupport\">@ThreeUKSupport<\/a>:<\/p>\n<p>[blackbirdpie url=&#8221;http:\/\/twitter.com\/ThreeUKSupport\/statuses\/148799945498042368&#8243;]<\/p>\n<p>Now, I know that implementing social media for large corporates is bloody hard. I tried &#8211; and there is a lot that we can do better where I work too&#8230; people in glass houses and all that&#8230; but this is me, responding as an individual, not as an employee, so hear me out, please.<\/p>\n<ul>\n<li>Firstly, if you want to operate a corporate Twitter account (or any other &#8220;social&#8221; account), be ready to deal with complaints. For support, be ready to direct people to official channels but for customer service issues, then a little more tact and diplomacy might be required.<\/li>\n<li>Secondly, if a customer outlines multiple issues to which they would like a response, it&#8217;s OK to ask them to supply some contact details so that you can get in touch and investigate further.<\/li>\n<li>Finally, if all you do is provide stock answers then you&#8217;ll annoy a customer who is already unhappy with your company&#8217;s service.<\/li>\n<\/ul>\n<p>For whomever is responsible for social media at Three, there&#8217;s a really good book I can recommend: it&#8217;s called &#8220;<a href=\"http:\/\/www.amazon.co.uk\/gp\/product\/1422155633\/ref=as_li_ss_tl?ie=UTF8&amp;tag=marsweblo-21&amp;linkCode=as2&amp;camp=1634&amp;creative=19450&amp;creativeASIN=1422155633\">Empowered<\/a><img loading=\"lazy\" decoding=\"async\" style=\"border: none !important; margin: 0px !important;\" src=\"http:\/\/www.assoc-amazon.co.uk\/e\/ir?t=marsweblo-21&amp;l=as2&amp;o=2&amp;a=1422155633\" alt=\"\" width=\"1\" height=\"1\" border=\"0\" \/>&#8221; and it&#8217;s written by Forrester analysts Josh Bernoff (<a href=\"http:\/\/twitter.com\/jbernoff\">@jbernoff<\/a>)\u00a0and Ted Schadler (<a href=\"http:\/\/twitter.com\/TedSchadler\">@TedSchadler<\/a>). The book talks about groundswell customer service and\u00a0provides real-world examples of how innovative leaders and their teams use technology to solve customer problems&#8230; it&#8217;s definitely worth a read. And Forrester released a report yesterday entitled &#8220;Twitter: the public forum for your brand&#8221;. If you don&#8217;t have access to the report, it&#8217;s author, Melissa Parrish (<a href=\"http:\/\/twitter.com\/melissarparrish\">@melissarparrish<\/a>) has <a href=\"http:\/\/blogs.forrester.com\/melissa_parrish\">some great blog posts about the use of Twitter<\/a>\u00a0too.<\/p>\n<p>Incidentally, <a href=\"http:\/\/www.sainsburys.co.uk\/\">Sainsbury&#8217;s<\/a>, another company that recently\u00a0incurred\u00a0my wrath on Twitter after\u00a0failing\u00a0to follow up on a customer service email about the quality of the groceries they had delivered a few days previously deserves mention for fixing my issue. Their social media team took action to get my enquiry dealt with and compensated me for the problems I had experienced. Arguably, that is how to respond&#8230; Three&#8217;s example is how not to&#8230;<\/p>\n<p>I started this post with a quote, so I&#8217;ll finish with another:<\/p>\n<blockquote><p>&#8220;Customers don&#8217;t expect you to be perfect. They do expect you to fix things when they go wrong.&#8221;<\/p>\n<div>[Donald Porter, British Airways]<\/div>\n<\/blockquote>\n<p>[Update 16 January 2012: Three have been in touch and would like to make it clear that they do care about their customers on Twitter. I&#8217;m still disappointed about how my calls and social media follow-up were handled, but it is good to know that they are at least attempting to improve the experience that their customers receive via social media.]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>There&#8217;s an old adage about how &#8220;a happy customer tells one friend, and unhappy customer tells everybody&#8221; I\u00a0have a bad habit of telling the world (well, 1500-odd people on Twitter and a few thousand more via my blog) when something doesn&#8217;t work out for me and, over the weekend, it was Three UK (3) whose &hellip; <a href=\"https:\/\/www.markwilson.co.uk\/blog\/2011\/12\/is-this-how-to-handle-customer-complaints-on-social-media-really.htm\" class=\"more-link\">Continue reading <span class=\"screen-reader-text\">Is this how to handle customer complaints on social media? Really?<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[218],"tags":[241,204,284],"class_list":["post-3408","post","type-post","status-publish","format-standard","hentry","category-technology","tag-customer-service","tag-social-media","tag-three"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Is this how to handle customer complaints on social media? 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