I’ve been thinking a lot this week about how brands are being taken down by the collective internet for various perceived offenses. Yet other brands get away with bad customer service and the like, and it just passes by. Where is the line that sparks people to action? Is it a collective experience? Something offensive? A leader? The time of day? What is it that calls people to say ENOUGH and actually lead a movement that either destroys a brand, or makes it change its ways?
Is bad customer service a big deal? Is that enough to get you into trouble? It could be. Just ask United Airlines.
Brands that have customer service policies and representatives that do not serve the customer are playing Russian Roulette in this social media enabled world. One day someone is going to draw that line in the sand. They will find others who agree with them. And then the mob mentality takes over, and good luck with being left standing at the end of the day.
I think brands need to be SUPER careful when it comes to this, because you never know when enough will be enough. Companies need to get their collective houses in order. It doesn’t matter if you’re big or small. People are realizing the power they have collectively to effect change on brands, using the power of social media. What happens when people refine this process? When they organize? Are you prepared?
If you’re a brand, don’t let the things that are within your control slide. You won’t necessarily completely avert disaster, but you have a much better chance if things you COULD have fixed are taken care of. The internet is too powerful to let these things slide.
What do you need to fix NOW to avert disaster later?
image credit: Dominic Alvez