Customers have been extensively using Twitter to contact brands and ask for support for at least five years so it's surprising that they took this long to improve the interface. It was only recently that they removed the need for users to be following each other to send DMs, which was a major issue for brands that wanted to support customers using Twitter.
Everything seemed to be going so well, and then it happened again. "ENJOY". Nothing with it, other than perhaps an exclamation mark - "ENJOY!". You've heard it too, right? You must have done, it's everywhere; from London to LA and back again the long way around, that word echoes through our industry.
As long as social media is around, we're going to use it to complain, to ask questions and to give feedback. While brands will always have the option of ignoring our posts, they run the risk of alienating their own customers when the do so. Great customer service doesn't start with reaction, but the way brands react when things go wrong tells us a lot about the truth behind the image.
I have been reading several research reports from both sides of the Atlantic recently that talk about how customers are starting to favour the online shopping experience over the real, in-store experience. How could this be? Haven't retailers always found that some customers prefer to see and touch products before purchasing?