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All companies are aware of the need to keep their customers happy through good times and bad. However, that doesn’t mean that they don’t roll their eyes when a complaint comes in. Y’know, it distracts them from their main goal of making profit and all that.

Social media can become the best friend or arch nemesis of a company depending on the company’s attitude towards its complainants.

No longer can they quietly pass you from pillar to post behind closed doors over the phone, when over recent years we’ve discovered that naming and shaming them over Twitter will get them clamouring over themselves to keep you sweet.

However, there’s a difference between a company paying lip service to your complaint then basking in the glory of its perceived sparkling customer care, and it actually leaving you with a genuine warm feeling inside.

Here, social media complaints service Pugbear describes the top three online responses that a...

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