Social Media & Customer ServiceThe Fall and Rise of a Customer Service Brand

Josh FriedmanMay 9, 2012

Social Media Thought Leadership #UWSMC

Poll: Who is the Worst Company in America?

http://consumerist.com/

The Worst Company in America?

2012: Electronic Arts (runner-up: Bank of America)2011: BP (runner-up: Bank of America)2010: Comcast (runner-up: Ticketmaster)2009: AIG (runner-up: Comcast)2008: Countrywide (runner-up: Comcast)

Comcast

• Brand Identity:

“Comcast will deliver a superior experience to our customers every day. Our products will be the best and we will offer the most customer-friendly and reliable service in the market.”- The Comcast Credo

http://www.comcast.com/corporate/About/CorporateInfo/Credo.html

Comcast

• Brand Image:

“…gigantic, blundering, greedy, arrogant corporate monstrosity.”

- Bob Garfield Comcast Must Die blog

http://comcastmustdie.blogspot.com/2007/10/how-to-use-this-blog.html

Comcast’s Social Media Spiral

• June 20, 2006: “The Sleeping Tech” goes viralhttp://www.youtube.com/watch?v=CvVp7b5gzqU

• October 4, 2007: The Hammer Lady Attackshttp://www.washingtonpost.com/wp-dyn/content/article/2007/10/17/AR2007101702359.html

• Comcast Must Die blog is launchedhttp://www.comcastmustdie.com/

Comcast’s Social Media Spiral• http://comcastsucks.org/

• http://comcastsucksballs.blogspot.com/

• https://www.facebook.com/pages/COMCAST-SUCKS/

• Be proactive; don’t hide from the problem• Be human• Empower individuals to engage your

customers directly• Use tools like Hootsuite to listen to your

customers (and everyone else) and catch problems before they escalate

• Apologize, and then fix the problem!

Comcast’s Social Media Turnaround

Social Media Customer Service

Josh Friedman@Joshua_Friedman

http://joshuapfriedman.wordpress.com/