If I genuinely like something, I tell everyone.
If I don't like something, I also tell everyone.
Of course, in the age of social media, "tell everyone" translates to "post on Twitter and Facebook."
Seems like lately whenever I get mad, companies offer me special privileges in the hope of my removing my negative commentary.
Ironically, this also makes me mad.
When I express my displeasure with a service or a product, I'm not trolling for coupons or discounts (or a merchandise-based bribe) in exchange for shutting up. I'm not trying to bully companies into giving me something I didn't pay for or haven't earned.
When I bitch about my Dyson on Twitter, I don't want some free, random vacuum shipped to me by a PR flack in a week; I want the one I paid full price for to suck up this hairy mess right now. I want the ability to express my momentary righteous indignation. Sometimes I don't want a solution, I just want to be heard.
I also want to connect with others who've had similar experiences to verify that I'm not being an enormous brat. For example, when American Airlines cancelled my Gold medallion status, I lost my shit about it over Twitter. You'd have thought they shot my dog. I was livid that I couldn't buy it back and fuming over a customer service rep I thought was rude.
What made me feel better was finding out that the airline consistently applies their policies to everyone. I didn't get what I wanted, yet they didn't lose my business, either. The airline acted fairly and I have to respect that.
I don't seek out reasons to post negative comments about what I buy; frankly, I don't have that kind of time. If I use social media to complain, it's because said item or service failed to function/didn't possess the properties I paid for/wasn't delivered as promised in the first place, and not because I have my hand out.
I'm bothered when I get comments saying, "You'd never post this if you didn't have an audience." But that's not true. I'd not hesitate to post my opinion if no one read my work. Often, just getting it out is enough. Yet the fact is, people do read me. And if by offering a forum where other consumers can be heard, too, then where's the downside?
What aggravates me is that companies should try to keep me happy not because I have a degree of social media resonance, but because I'm a loyal customer.
I should be valued not because an audience subscribes to my feeds, but because out of all the businesses struggling to make it in this economy, I've chosen to give that specific company my hard-earned dollars.
Recently, I had a small issue with an organization I've been buying from for more than 25 years. (By the way, a quick word of advice for other retailers out there? If I call your corporate 800 number, please note that I will absolutely go batshit, bug-fuck, ham-sandwich crazy if the customer service person interrupts and speaks over me while I'm trying to explain my situation.) With one poorly handled phone call about a couple of bathing suits, my concern went from a minor annoyance to THE WORST THING THAT EVER HAPPENED TO ME.
Okay, not really, but for about ten minutes, that was my perception. And that's all the time it took to post a couple of angry status updates.
In that ten minutes, this retailer managed to ruin a relationship that lasted a quarter of a century. They lost my business for life.
When I took my problem to the internet, I found out I wasn't alone in my displeasure. Many others had experienced the exact same thing. I learned I wasn't being a brat; rather, I wasn't being appreciated for my patronage and that was bullshit.
During SwimsuitGate 2011, someone on Facebook admonished me, saying that I was going to be responsible for hundreds of people losing their jobs and that I should grow up.
Let's break this down, shall we?
I should shut up/grow up because the company didn't:
A) fulfill its promise to ship via my desired method. I waived the free swimsuit shipping promo, instead choosing to pay $19 extra to insure that I'd receive my item from UPS and not the postal service. However, the company used the postal service anyway, which resulted in my not receiving said suits because I'm pretty sure my postman drinks. (That's really another story.) The service rep argued that UPS indeed handled my order, except for having the postal service do the final leg of delivery. To me, this is the crucial bit, since according to tracking, UPS was successful in getting my package to the post office where it promptly disappeared. It's like saying the Titanic was really watertight until it sank. Then the CSR fed me some line about "gas prices" but for $19 to ship two pounds of bathing suits less than one hundred and fifty miles, gas prices are not my problem.
B) train the staff members to have the common sense to SHUT THEIR DAMN PIEHOLES while I registered a legitimate complaint about not receiving my items despite having paid a premium to do so.
C) empower employees to assume ownership of problems and attempt to find a way to make me happy. If they'd only said, "Listen, let us take your number. We'll look into this and see what we can do," they'd have not only kept my business, but I'd have told everyone about the positive experience. Instead, the supervisor rattled off a bunch of shipping numbers so that I could spend my day calling around to track the missing items when it wasn't me who lost them in the first place. Oh, honey... no.
D) invest in their infrastructure. When I called, the first customer service rep couldn't look up my order specifics because her "system had been down all day." I guar-goddamn-tee you ten million IT salespeople have been to this company to sell system redundancy solutions specifically so this would never happen. That a Fortune 100 company's solution was to tell me "you'll have to call when our systems are back up" is unacceptable.
I had no choice but to declare shenanigans.
Did I go straight from passive to aggressive on this call?
You betcha.
Did I get so shouty that the dog hid under my desk?
Yep.
Did I only reach a supervisor with system access once I threatened to post the entire interaction on a social media site?
Uh huh.
Am I proud of how I handled this?
Not so much.
Eventually during the course of the call, I told them to cancel my order and only then did they come up with a solution, but it was too little, too late.
Over the next few days, I received half a dozen calls from the head of the customer service department. While I appreciate the attempt to address my anger, I suspect these efforts were more of the let's-stem-the-social-media-damage and less of the oh-shit-Jen's-been-shopping-here-since-she-got-her-first-credit-card-and-now-she's-upset variety.
And that's not cool.
Two weeks after I cancelled the transaction, a box containing my original order arrived. I'm not sure how or why the suits got here, but they did. The thing is, I really like what I'd selected, but I hope they last a while, because I'm never ordering from that company again.
That's not to say all retailers are "doing it wrong." Companies who've consistently gotten it right for me are Zappos, Sephora, ProFlowers/Shari's Berries, eBay, Amazon, and L.L. Bean. I have to mention L.L. Bean in particular because they used social media to very nicely talk me down from last winter's snit over the 10" shearling lined waterproof boots I wanted. They explained how each pair was hand-sewn and even though said boots were in high demand, if they rushed them, the quality might suffer and they're not about to put their name on junk just to make a quick buck.
Well played, L.L. Bean. Well played.
As I needed boots then and there, I had to order from Zappos. But given Bean's response, I'm going to make sure to place my order early this year because I'd be crazy not to want such lovingly-crafted, water-tight footwear.
I guess what I'm trying to say to retailers is this - we don't want it free. We want it right. No matter who we are.
Remember... we are your customers, hear us roar.
Or, you know, read about it on Facebook.
Your call.




















