These days, if you want attentive customer service from most companies, the most direct route is to complain about the company on Twitter in such a way that your tweet shows up in the company’s mentions. It doesn’t matter whether your cable is working poorly, you had problems rebooking a flight, or your iPhone app didn’t work as well as you expected, Twitter is the place to seek relief.
This is a problem, mostly for the companies people are complaining about. They’re teaching their customers that the only way to get responsive customer service is to embarrass them publicly. What these companies fear most is that a complaint on Twitter will inspire an avalanche of “me too” retweets and responses that ultimately has a measurable negative impact on their business. That gives every customer who happens to be on Twitter the opportunity to be an amateur extortionist.
Here’s the thing, though. I don’t want to have to threaten a company to get decent customer service. If that’s what it takes, I don’t want to do business with the company at all. This is on my mind, of course, because there’s a company out there that I am having a bad customer service experience with, and I’m frustrated by the fact that griping about it on Twitter would almost certainly make it better.
What I’ve done instead is look at the company’s replies on Twitter to see what they suggest to other people who go to Twitter with their complaints, and follow those instructions. We’ll see how it works out.
Retailers fight to control customer data
John Gruber has a piece up about retailers disabling NFC at checkout to prevent customers from checking out using Apple Pay. Retailers are intentionally degrading the customer experience in order to retain the ability to collect data about their customers’ habits. This tradeoff is near and dear to me, as analytics is currently a huge part of my job.
What I’d like to know is, what’s the return these companies are getting from tracking the behavior of specific users? For one thing, the work to build systems to exploit this data is resource intensive, and often results in failure. Companies are risking hurting their business by inconveniencing customers in exchange for the opportunity to make more money by exploiting the purchase history of their customers. I’d be really, really surprised if the economics actually work.