So many businesses ask why they need to get involved in Social Media, and I usually am able to explain it simply for them, well now I have a great story to make the point clearer.
My wife has an 2004 Acura TL, and we recently took it to a local Honda dealership which cost me over $400 after the warranty did not cover some of the items involved in the air conditioner, and the dealerships techs broke a part taking it off (#Craptacular), so I did what so many customers do in that situation, I vented on Twitter. Well the local Acura dealership’s twitter account chimed in, “Bring it here next time”. Well what they did not know was that I have been waiting for over 6 months to hear back from them, Acura, about the dash literally splitting at the seams where the airbag is. I responded to their tweet telling them this, and they never said boo back, which really disappointed me, because the guys in the service area usually bend over backwards to make your experience pleasant. When I went by there today for them to photograph the dash, I mentioned this story to them, thinking to myself, there is a conversation going on about your brand right now, do you have someone competent representing you? Do you know when your brand in mentioned? They dictate how the conversation goes based on their ability to meet customer needs.
This is a great lesson for so many businesses; be involved in the conversation about your brand; acknowledging customers is only part of the equation, you need to continue the conversation when they engage you, otherwise you’re ignoring them, and no one likes to be ignored; you can’t control what they say but you can re-frame it and address it. The fact is you can’t please everyone, but like a customer service rep who remains pleasant and apologetic with a line of people behind the person complaining, people realize when as a company, you are doing everything you can.