Today’s customers aren’t just simply customers, they’re influencers and social networkers. Across the Web at any hour, they’re sharing observations about your company’s products and services. Customers amplify their single voices when they blog, write online comments and reviews, and participate in communities such as Facebook and Twitter.

In the age of micro-blogging it will never be a wise move to bar an outspoken and popular filmmaker from a passenger aeroplane because of his size:

Kevin Smith used his Twitter account to reveal he was deemed a “safety risk” by the captain of the plane. Smith had fallen victim to Southwest’s booking guidelines for a “customer of size” which say that passengers who are unable to lower both armrests when seated should book another seat because of complaints it has received from customers whose comfort has been ruined by the “encroachment of a large seatmate”.

A barrage of tweets condemning the airline for its policy followed, prompting angry customers to share their stories of rejection from Southwest and an apology from the chastened airline.

Aware of the unfolding PR disaster, a tweet appeared on Southwest’s Twitter feed about six hours later, promising Smith he would get a call from the airline’s customer relations vice-president.

The airline also apologized to the public.

The Tweets had by then been picked up by the Wall Street Journal, USA Today, ABC and many more.

Related posts:

1. Customers are airing their complaints through social media
2. Can Twitter be a powerful business tool
3. Are customers getting in control
4. Chasing complaining customers on social media
5. What happens if companies don’t listen to their customers