Although this is a great use of the medium, it has been proved that response times increase along with customer satisfaction when it is done well.
On the other hand, if done badly then this failure is out there for all the world to judge. And, if that’s not bad enough, if the gaff is cringing and the company well known it might also be picked up by the media.
Training the customer service team is vital. What to say, tone of voice and conflict resolution are all-important. But knowing when not to respond is just as important as knowing when and how to respond.
The amusing series of tweets on the right are a lesson in knowing when it’s best not to say anything.
The first mistake was responding in the first place. The next series of mistakes were responding to all the comments in such a way that made it sound like the bank had employed a social media robot.
This incident could have been contained. Instead it escalated to become viral and was picked up by the social media-fail-hungry press.