Chasing complaining customers on social media

• 
  
• Tweet
• 
  
• 
  
• 
  

Firey laptop batteries, defective chips, poor customer service, no 3G S subsidy – these are just some real examples of issues that struck companies recently that might have been headed off at the pass by social media.

When you have an issue these days – what’s the first place you go for more information? That’s right – the Internet – most likely Google but increasingly for real time information search you might use Twitter. Conversely most people don’t just pick up the phone and call a company anymore. Eighty percent (80%) of Twitter usage takes place on mobile devices, providing consumers the ability to broadcast news anywhere, anytime.

At of the end of 2008, there were over 200 million bloggers: 54 percent of whom posted content or tweeted daily and 34 percent of whom posted opinions about products or brands. Add the fact that 78 percent of consumers trust peer recommendations more than traditional advertising, and today`s businesses have a real challenge on their hands.

Some of these issues first showed up on Twitter way before they ever hit the customer service. Perhaps days before anyone called into the customer service to inquire. If they at all call.

Twitter users are complaining in their thousands about the ways AT&T has dropped the ball: no iPhone 3G S subsidy for current iPhone customers. The O2 twitition has attracted about 6.000 signatures and the AT&T twitition about 15.000. Have they all called to complain - probably not.

And it is not just Twitter that the customers use – below a Vodafone customer from Germany that complains on Facebook about Vodafone’s customer service:

Below a Verizon customer complaining about poor customer service in a forum:

Has the newly launched Palm pure battery life-time? This customer told his connections that on Twitter:

And on his blog:

With the speed of social media these days – wouldn’t you love to have a few day head start? Well you do – but only if you are listening.