Dennis Yu, Chief Executive Officer of BlitzMetrics, shares a social media horror story in this guest post. Don’t be scared to read on—it has a happy ending!
Social Media Horror Story
Everyone has their travel horror story to share — the obnoxious front desk clerk, flight delays, or whatever form of unexpected aggravation. Consider yours and see if this helps you out the next time you’re in a jam.
The Candlewood Suites Fiasco
A few days ago, I was flying into Portland. A two hour flight delay put me in after midnight. Worse, I somehow lost my credit card between the airport and the hotel. This I discovered when trying to check into the Candlewood Suites on a pre-paid reservation.
The clerk wouldn’t let me check-in, citing hotel policy. No exceptions, she said. Don’t even try to escalate, since she is the manager. She reminded me that this is my problem, not hers.
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Of course, she was just doing her job – perhaps with a bit more attitude than I’d expect. But it was my fault for not having a credit card for potential incidentals, even though I had my photo ID on a pre-paid reservation.
Exhausted and not knowing what to do, I used one of my lifelines and posted a status on Facebook at 2:24 am. Even though it took 2 hours and 4 minutes for Candlewood to reply back at 4:28 am, I got an immediate response from friends.
Incidentally, for the brand managers and agencies reading this — if your favorite company took two hours to answer the phone when you called, how would you feel about them?
Are you monitoring your response times or even aware of people talking about your brand? We know retailers that monitor complaints for their competitors, then offering those customers immediate help.
One hotel chain has a process to monitor Twitter, where they will say “Hey Dennis — man, sounds like a bad day. How about coming over across the street for a free drink in our bar? Ask for Jim.”
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Anyway, back to the story. A friend suggested that she could fax in her credit card and photo ID to authorize incidentals on my behalf. She had been in this spot before and knew exactly what to do.
Sheepishly, I went back to the front desk and mentioned this. Yes, the clerk said – this is a valid method to get around the issue.
At first, I felt like the winner of “Who Wants To Be a Millionaire”, except on Facebook or Twitter, I have an unlimited number of lifelines, not just three. And though I didn’t win a million dollars, it was certainly better than not having a place to sleep. No offense to those who rely upon Google for their answers – it’s just not so easy to find specific help on this topic.
And then the clerk volunteered to tell me that she knew this was an option all along, but didn’t want to mention it for fear of potentially being yelled at. She’s been yelled at thousands of times, she stated.
Imagine if this poor girl was in charge of that local Candlewood Suites social media presence and said something like that? But at the same time, can a corporate office possibly be able to monitor and handle every customer service issue at all locations across the country?
Where is the line between what is handled at the local level versus centrally — and how do they work together? This is a major issue for retailers who have thousands of locations.
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As their social presences grow (yippee – we hit a million fans!), the excitement of what was originally a marketing push starts to fade into customer care and operational scale issues. Social is a two-way street, not a TV broadcast medium. What happens in your call center will happen on social. How will you adapt?
But this is not a bad thing, nor is social necessarily negative ROI. It’s a mixed channel of both marketing and customer care. And this is what makes it so complex – you are representing the brand while also addressing individual concerns.
Social media is easy for companies that produce soft drinks and TV shows. But not so much for airlines, phone companies, B2B companies and retailers.
Happy Endings & Lessons Learned
I’m happy so share this social media horror story had a happy ending – not only did Candlewood fix the problem, but offered me one night’s stay to make up for the inconvenience.
Today’s article is a guest post by Dennis Yu, an international speaker and author on search engine marketing and Facebook marketing. Dennis is also Chief Executive Officer of BlitzMetrics – creating awesome Facebook dashboards that show how you stack up against your competitors.
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