Here comes a short story on how not to answer customer complaints, a story that I’ve had the benefit to study closely over the past couple of months.
Long story short, my wonderful girlfriend got what we in Sweden call “värdelös service” (worthless service in English) from Elgiganten, a chain of stores selling consumer electronics. She had bought a MacBook there with an expensive insurance program, which Elgiganten didn’t want to honor when the computer died in an accident involving a glass of water. You can read the whole Elgiganten story on her blog. (It’s in Swedish, but hey, that’s why we have Google translate).
Anyway, after being met by rude people all over the place, and finally receiving an SMS where they try to make her pay more than the price of a new computer (!) for the failed repairs…
…she eventually loses her temper and writes the blog post above. But she also tweets about it…
Recently, I’ve had very good experiences with Twitter as a traffic driver. Retweeting of juicy content just works really well to boost a story. And nothing says juicy gossip like bad service. I don’t know why, but this stuff really pisses people off, and makes them really help out with RTs.
And Elgiganten are not there to answer. The closest thing I could find to Elgitanten is this…
…which doesn’t look so good (or genuine) to say the least.
Within a couple of hours, this thing has grown so big that Elgiganten’s head of service posts a comment on my girlfriend’s blog, personally taking responsibility for settling this affair and sorting out what has happened – complete with his phone number (again, foreigners, use Google Translate):
Hej Katja,
Mitt namn är Robert Jensen och jag arbetar som servicechef för Elgiganten. Jag blir uppriktigt sagt ledsen och besviken över att du som kund hos oss har fått en sådan dålig upplevelse. Detta går helt emot våra principer och policy om kundvård inom bolaget. Om du ringer 08-580 866 00 och söker mig och lämnar dina kontaktuppgifter kommer jag att kontakta dig under morgondagen för att hjälpa dig få ett avslut på serviceärendet. Det ska själklart inte behöva gå till såhär, varför jag också kommer att följa upp detta intert så snart jag har all information om ärendet.
Jag beklagar det inträffade.
Mvh
Robert Jensen
Servicechef
Elgiganten
Great response I would say, with one major problem: Being reactive is not a good and sustainable way of working with customer relations. What you (yes, I’m talking to you now Robert Jensen) are experiencing right now is just the beginning. You need to figure out a way to manage how you participate in the discussion about your brand, and you’re among the lucky ones to get an early heads up here. Take advantage of that.
Who did you say your agency was? 
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