Posted on : 30-09-2013 | By : Frank Eliason | In : Brands, Business, In the News, Social Media
This post originally appeared on LinkedIn as part of their influencer program on September 30, 2013. To see the original post click here.
It feels like it was the Tweet heard around the world:
“I just dropped my ipad on the ground and shattered two glass corners. What to do? Does one call Apple to come and pick it up or do I take it” -@MarthaStewart
This was followed by other Tweets including one stating that she was still waiting for an Apple rep to come pick up the broken iPad. She then switched gears joking that it was an entrepreneurial idea for Apple to offer same day delivery. The tweets culminated with a Tweet about Apple’s PR team response to her:
“I cannot believe that Apple’s Public Relations Team is mad at me for tweeting about my iPad and how to get it fixed! Steve Jobs gave it to me” -@MarthaStewart
Since that time it has been played off that the Tweets were a joke, similar to how Martha has Tweeted in the past. I will not make any judgements either way. I am sure over the next few weeks we will see many posts stating that Apple should provide Twitter Customer service, because it would have alleviated this trouble. The fact is it would not have because the damage to the Apple brand occurred with the first Tweet. This is also where Apple won without striving to do anything from their PR team.
The Twitter community, or at least the sub-sector of Apple Customers, responded immediately to Martha. This never required the PR team to be involved. They explained in some nice, many not so nice words, that she can simply take the broken iPad to the Apple store like any one of us.
I have spoken around the globe on this topic and written about it numerous times. If your consumer believes that you provide really good Customer Service, they will act as your PR team and respond in social media. Unfortunately what we have created instead is a belief that if I am loud in Social Media, a company will treat me dramatically differently than through ordinary channels. This in turn causes more to blast the brand in social media! Very circuitous. Apple has proven that a culture of service will encourage brand advocates to do the right thing!
In this case I am thrilled with Apple’s Customer service team for having a tradition of good Customer service, something I have experienced often. I am not as proud of the PR team in their handling of the situation. I can judge from Martha’s tweet that the PR team reached out to Martha or her people. In this case there was no need to do any of that.
If you followed the conversation or response to her Tweet, it is easily discovered that she was provided the appropriate response. Letting her know that you are mad is not going to solve anything, in fact it will only lead to responses like the one she tweeted. I would also guess that they also sent someone with a new iPad for her (if I find out that they did I will be really disappointed in them).
I am further disappointed in the Apple PR team for not commenting on any of the stories on the topic (there are many). This would have been the perfect opportunity to talk about the great service any Customer can receive just by making an appointment with the Apple Genius Bar. There was an opportunity to say we are here to help anyone in the same great manner whether they have 2.3 million followers or none.
We have to get better at all this, and I hope this situation provides a great learning experience for brands. It certainly was not the first, nor will it be the last. The fact is Customers now control your brand image whether you like it or not. In this case Apple’s Customers did an amazing job, but the traditional approach by the Apple PR team was a big #Fail.