Brand management and Customer Service on Twitter.

Twitter is a great way for any company to manage their brand. Since millions of people are using Twitter companies should assume that many of their clients/ customers are actively using Twitter also.

I previously discussed 'when bad news spreads on social media'',  when I pointed out the key components of a brands PR strategy. Bad PR is enough to destroy a company. A few negative tweets will inform users on Twitter about that particular brand. It is not so much the independent tweets that companies need to be aware of, its the potential Re-tweets, which will enable the tweet to rapidly spread round Twitter in a matter of minutes. Eventually it will become a good news topics and could even make it to news websites and blogs.

I recently posted about my 'London Midlands appalling customer service'. In addition to this a letter of complaint was posted to their corporate website and I decided to tweet them the link to my blog.

As anyone can appreciate, when you experience bad customer service, you want to be dealt with efficiently. I must admit I was shocked to have a tweet back from London Midland, especially as I've never mentioned a company directly on Twitter.

I respect the company wanted to deal with my issue more formally. I didn't tweet them in the hope to have a Twitter argument! It was more to make them aware of my name, and for them to recognise it once they have read the letter of complaint online. I was very upset with my experience of London Midland and I didn't see why they shouldn't know this.

What I don't respect is the companies assumption. 'The main issue was that you initially tried to pass through barrier without paying the extra'. As I stated in my blog, the train did not stop at my destination, and therefore I had to get off where I did. I inserted my ticket which suggests I was unaware that it wouldn't work! I then approached the ticket attendant which suggests I had nothing to hide, but for London Midland to assume I was trying to not 'pay the extra' infuriated me. I even asked the attendant if I could pay the extra there and then. My only option was to pay for the penalty fee??????

As a customer I feel London Midland should have followed this protocol:

• Apologised to me to make me feel valued as a customer.
• Thanked me for my feedback.
• Let me know when they would respond 'formally' and how.
• Promised to resolve the situation immediately.
• Reassured me that the train attendant would be dealt with.
• Maybe some kind of compensation (In an ideal world!).

If London Midland followed these procedures, instead of accusing me of trying to not pay the extra, the matter would have been dealt with and I would have continued to be a regular customer. However, the situation did not go like that and they will get no good PR from me. In fact I will now use Virgin Trains!

What I really don't understand is whilst I was tweeting London Midland I felt embarrassed because my followers could see. London Midland obviously did not take this into consideration because what they were tweeting me remains on their profile, and to anyone, that does not look like a brand who cares about their customers!

London Midland need a tutorial on Twitter!