Yikes! You better watch out for an unhappy customer on social media.
It doesn’t matter who ‘is right’, social media enables any unhappy customer to say anything about your company in their social network. And guess who they are going to believe?
Here is an excerpt from the article.
Consumers are sharing information with others digitally — and retailers must understand how to monitor and respond to feedback or comments.
It’s an issue that Tim and Emily Marusich, owners of ComfyRobes.com, had to confront recently when a customer emailed that she wanted to return a robe she’d purchased online six months earlier. The woman demanded a refund, claiming the material was defective.
Once the robe was returned, it was apparent that the material wasn’t defective — one of the sleeves was suspiciously shredded and worn. Only then did the customer admit that her cat had been sharpening its claws on the robe for months.
“Obviously, our answer was, ‘We can’t help you,’ ” said Tim Marusich. “We pointed out that terry cloth and claws just don’t mix, and suggested another robe that was more affordable and less susceptible to cat’s claws.”
The customer’s daughter then took portions of ComfyRobes email exchange and posted it online, out of context. Soon the company was getting “thumbs down” and snide emails from many of the woman’s 300-plus Facebook friends.
“You know how people get into their cars, and turn into different people behind the wheel?” said Tim Marusich, who refunded the customer’s money despite the cat damage. “Now they can sit there using these (social networking) tools and they don’t realize they aren’t anonymous, and that their actions have consequences.
“We have a great reputation as a company, and never had a charge back,” Marusich added. “But the danger is that consumers have the power to do real damage to a company, and sometimes it isn’t justified.”