Brand’s reputation
plays a vital role in attracting more customers to itself and reaffirming
people’s faith in them in the long run. It plays more important role in service
industry which is fragile and easily targeted by people for their service
offerings. With advent of large number of e commerce firm’s things have become
more complicated now. That’s the reason organizations have started giving more
importance to escalation management.
Today most
organizations have internal escalation management team to address the concern
of their customer efficiently in a short span of time. Organizations try their
level best to resolve issues offline so that customers don’t vent their anger
online at social media platforms like Facebook and Twitter. Reason is the large
scale visibility of these platforms and its harmful effect on brand value.
Based on my person
experience I can say that Twitter is the best platform for quicker resolution
of concern and I would like to substantiate my stance by the most recent
incident countered by me.
I ordered an item from
an e commerce firm on 5th February 2020 with the probable delivery
date as 8th February 2020. On 8th Feb, I missed delivery
guy’s call and when I called him back after 5 mins, he didn’t respond to my
call. I tried to call him 2 -3 times, since he was not responding I decided to
wait for his call back.
He is didn’t call me
back but I was astonished by an SMS which stated, that the item has been
delivered to me and it was collected by me personally. I was furious at the
receipt of this SMS as the item was prepaid, I immediately called the customer
care to apprise them of the situation and they requested me to wait for some
time.
After 24 hrs I called
customer care again to check the status of my complain, this time too they
requested for more time for resolving the issue. Hence I decided to approach
the appellate authority for quicker resolution of issue, here also they
requested for more time without divulging exact time frame.
Since there was no
response from appellate authority even after 48 hrs, I approached them again,
this time too they tried to appease me with same old punch line “give us more
time”. I was literally drained out by now, hence I decided to vent my anger on
Twitter and the response was amazing.
5 minutes after posting
my concern on Twitter, I was asked to DM (direct message) my concern to them on
Twitter along with my number which I did promptly. I post my concern on Twitter
by 11 am and by 3 pm I received call
from the delivery guy inquiring about my package and address one more time, he
apologized for this conduct with an assurance that my package will be delivered
to me by 7 pm.
At 7 pm delivery guy
called me once again to inform me that he was on his way to deliver my package,
in another 5 mins, he was at my palace and handed over the package to me
personally this time and apologized for the entire fiasco.
I wondered if I had
posted my concern on Twitter initially only, this issue would have been solved
on 8th February 2020 itself. This is not the first time that Twitter
has been instrumental in resolving an issue, I have seen similar response in
past too and the same has been resonated to me by my friends as well.
So my question is “Why do
we need offline platform when online channels are more effective in resolving customer’s
woes?”
