Twitter is your worst customer service nightmare come true.
Gone are the days where we only relied on word of mouth or the odd-chanced review by a newspaper editor to get out the word on a business.
The idea of 'social media revolution' is no longer a 'thing.' It's no longer a concept. It's actually no longer even here; the revolution has already happened.
Regardless of where you are in the world, what your brand represents, what services or products you offer, or even whether or not you've taken your business online, every single organization is subject to talk on social media channels. Customer service on social media is an essential part of any public-facing business.
The most universal platform that angry (or even extremely satisfied) customers take their experiences to is Twitter. And you better believe that - if not now, eventually - they'll be talking about your company, too.
Here's just one example of a long-time customer's path to a competitor via Twitter within a day:
@verizon still waiting for an apology from Verizon for lying about my account. And why my phone has been pushed out till 11/16 for delivery— Jan Boboruzian (@jboboruzian) October 5, 2016
@Verizon don't ask me to DM you we have already done that. You have all my info. Make this situation right.— Jan Boboruzian (@jboboruzian) October 5, 2016
@Verizon has made no attempt to remedy their error.Instead have made false accusations about me admit you forgot to place, process my order.— Jan Boboruzian (@jboboruzian) October 5, 2016
.OMG just got a text from @Verizon that I am able to upgrade. WHY would I ever order again when you cannot fulfill my current order?— Jan Boboruzian (@jboboruzian) October 5, 2016
.@verizon still playing the run around game. Not admitting their errors. Absolute worst customer service. Own up to your error & make right— Jan Boboruzian (@jboboruzian) October 5, 2016
.I will continue to disclose facts of @Verizon errors and terrible customer service. Have made false accusations about me & lie about facts.— Jan Boboruzian (@jboboruzian) October 5, 2016
.@verizon rep tells me they sent an email with est. Del. Date of 11/16. Just checked all my accounts. Never happened. More lies.— Jan Boboruzian (@jboboruzian) October 5, 2016
.On my way to AT&T store to make switch from @Verizon. over 20 years with VZ wireless. fios last few years. All done. Make note corporate.— Jan Boboruzian (@jboboruzian) October 5, 2016
This man is far from alone. Even Fortune 500 company CEOs are taking note of the pre-eminance of customer service complaints that end up on social media. Richard Branson commented about Twitter on Forbes.com, "It’s hard work, but it’s the direction the world has gone, and we want to be on top of it.”
Social media and great customer experience now go hand-in-hand. It is essential to have a social media customer service plan of action.