Consumers perceive Twitter as a platform to amplify their product and service complaints, often without seeking other forms of redress. It’s widely recommended that speed is an essential response element – the faster the better.
Are brands that rapidly respond always acting in their own – and their customers’ – best interest? Can individual companies be sufficiently confident in the strength of their brands to stand down the “false urgency” of many negative tweets to respond more thoughtfully and effectively?
Most Americans are rather down on the customer service they receive.