People have little patience for their internet service going down. This is especially true when someone depends greatly on the internet for operating their small business.
I lost internet service two days in a row. Other people Tweeted about their internet going out. I also reported my internet outages on Twitter. I wanted Cox Communications to know this problem was greatly inconveniencing me. I was also curious if Cox would take advantage of social media to address my concern. The company did not respond to me on social media. To its credit, the company’s customer service reps were very polite both times I spoke with them on the phone. The second time a woman offered me a two-day credit for my trouble. The credit only amounts to $5.33 but I was grateful for the gesture. What struck me was a different response I received on Twitter. DirecTV, a Cox competitor, sent me a message. It said “@keithyaskin Is there anything we can do for you? Please send us a DM #thankyou.”
Many businesses still fear social media. They fear their customers taking part in a public conversation. Some businesses use social media but don’t monitor it for mentions of their company in order to better engage with customers. DirecTV takes the process a step further. I assume the satellite provider already monitors mentions of its name, but in this case, the company also monitored mentions of a competitor’s name.
I asked DirecTV about the Tweet. The company emailed back, “We’re always monitoring social media for anything that may have an impact on our business, or that would enable us to help our customers, as well as potential customers, who may be looking for a better TV experience.”
DirecTV has the right idea. When is a better time to attempt to steal away a competitor’s customer than when that customer is not getting the service he or she wants? This is taking action in real time. Plus DirecTV’s message to me was not tacky or overly aggressive. The message simply asked if they could help and even said thank you. Well done.
In the end, I did not contact DirecTV about my internet service. Overall, I’m happy with my internet service even though it’s not perfect. Although Cox did not respond to me on Twitter, they handled themselves well using the more traditional form of communication. Plus I’ve researched internet service in the past and have a lot of background information on pricing and speed. However, other customers might be more susceptible to wanting to make a switch. They might be prime for the pickings. And DirecTV offered us what often appears to be one of the few examples of a company using social media to promote and bolster its business in real time.
What similar experiences have you had?