Products and Merchandising

On My Hello Happy Line

Once upon a time, if you experienced a defect or some sort of frustration with a product, you could write the company and be relatively sure that the issue would be quickly resolved. If for whatever reason a resolution couldn’t be achieved, the company would normally find some other way to “make things right.” Those good old days are now long gone.

Today, if you have some issue, you’re all but out of luck. Companies couldn’t care less about the consumer. They want you to just give them money and keep your fat trap shut.

E-mails are ignored, phone calls are fielded by disinterested workers who aren’t even listening to you in the first place. Some have returned to the actual printed or hand-written letter, thinking this “old school” method will somehow stand out. But even in that case, the best you can hope for is an impersonal form letter and maybe a coupon. So what’s a consumer to do?

Social Smackdown

Call ’em out, get results

The best way to resolve issues today is to directly call out the company on Twitter. Hear me out.

I’m not the biggest fan of Twitter, and the amount of tweets I’ve sent in my whole life could be counted on one hand. But this is a tool that shouldn’t be overlooked when it comes to corporate communication.

When you air your grievances online, you’re broadcasting concerns to not only your contacts, but most of the company’s followers, as well. You are forcing them to respond with more than the canned lip service most places seem to take such a perverse pleasure in doling out. Further, you might help other people who were too scared or just too flustered to bring up the same issue. You could be a social media hero!

The days of companies treating customers like a disposable commodity are over. Now is the time to return to the previous model, where businesses knew the value of a customer, and did what they could to satisfy and retain them.

by D. Hennig
Residential Life Magazine


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