by Quentin Langley
Every business occasionally experiences a customer complaint. How the business handles that situation says a lot about it. In the era of social media and brandjacking, the matter becomes ever more sensitive.
The problem is, you don’t know who that customer that you just alienated actually is. The image of some pompous customer demanding “do you know who I am?” may seem humorous but, you never know, it might be Time’s Person of the Year for 2006 – the internet content creator.
That was certainly Dell’s experience when it made an enemy of blogger and journalist, Jeff Jarvis. Jarvis began telling the story of his troubles with his ‘lemon’ of a Dell laptop and, worse, his treatment by their customer service teams. He began telling this story on his blog, and was stunned by the scale of the reaction. It seems that such problems at Dell were not as rare as the company would have liked or tried to imply.
Brandjack News 