The Social Customer Is Always Right

Originally published on the David All Group’s social marketing blog
By K. Daniel Glover

One evening last month, we started getting robocall after robocall from our insurance company on our home telephone. I tolerated a few of those interruptions from Allstate before I decided to take action. But what could I possibly do to halt recorded phone calls?

Then it hit me: Tweet!

So I did. I sent a couple of pointed but friendly tweets to @Allstatenews, specifically calling out Guy Hill, the executive vice president whose recorded voice kept disturbing our family time, and I included a link to Hill’s bio so the Twitter manager would know he was a real Allstate person.

Allstate promptly replied and the robocalls stopped. Even better, Hill sent me (and other customers) an apologetic note by snail mail a few days later and included a $25 gift card. “This is not typical of how Allstate operates, and we are taking the necessary steps to help ensure mistakes like this will not happen in the future,” the letter said.

My experience proves that the cardinal rule of commerce — the customer is always right — has never been more true than in today’s social media era.

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