Are you faking good customer support?

An extremely worrisome trend among some businesses today is their tendency to take notice of customer complaints only when there is a threat of damage to their public image. I have seen that such services are curiously selective about the channel of addressal, when it comes to displaying their sincerity in resolving customer issues. What else explains multiple emails being constantly ignored, but the same getting oodles of attention when relayed over twitter or Facebook. For good reasons customers prefer email support. So, it can be frustrating for having to pull up tricks to not be ignored. Below are some frustrated customers tweeting to get heard (Don't have anything personally against those companies, so pinked their names out).
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I am sure, somebody from the respective services will soon rush to their rescue. But, as a company, if you are window dressing your lousy customer support by faking a clean image in twitter and Facebook you have missed a crucial point. And the point is: customer service is not just about resolving complaints. It is about helping dissatisfied customers gain their trust back in you. Nobody emails you when happy. And when you constantly ignore mails from unhappy customers only to feign sincerity when she calls your bluff publicly, you have already lost the customer. You lose one. You lose a few. You lose all. You will run the show only till a reasonable alternative comes along.
Nithya Rajaram

Nithya Rajaram