There’s a phenomenon we’re seeing more and more often. A company screws over a customer, but this customer now has a means to reach a large audience through the internet, and as a result it becomes a PR disaster for the company. The most famous case recently was United Breaks Guitars where Nova Scotia musician David Carroll had his luggage mistreated and didn’t get good service, so he wrote a funny song and music video about it. 7 million views later, a lot of damage was done to United Airlines’ reputation.
I’ve done this myself to companies who refuse to fix things. I will write a page about the incident sometimes, and due to my high google pagerank, the page will show up high. Do a Google search for Qwest Long Distance and you’ll see the first hit is Qwest, and the 2nd is my boring but frustrating story of bad service. I’m not the only one to have done this. Over 200 people per month visit that page — which has been up for almost a decade — and you have to assume they have lost more business than it would have cost to make things right.
Now I think all good companies should make things right whenever they can to show that the errors are rare enough that they can afford to go the extra mile and fix them. If you won’t fix them, it means you must have a lot of them.
However, companies are soon going to realize that there are a whole raft of “minor celebrities” like David Carroll and even myself who can do far more damage than they can tolerate. Companies have always given top notch service to A-list celebrities, and even to B list. Not just gift bags at the Oscars. When I was kid, my father was A-list for a time in Canada, and that meant that when he got on a plane with a coach ticket, the flight attendant escorted him to first class. That was in the days before first class was always full due to upgrades, of course.
But there are tens of thousands, maybe hundreds of thousands of people who can be a risk for a company if they piss us off. All bloggers with a decent audience (and even some who have an audience that includes the A-list bloggers.) People with high search engine rank. People who can simply write well to get their story out there — in particular people who are good at making a story funny and entertaining. And of course, musicians and people who are good at video editing and producing viral videos. Perhaps them most of all.
So I predict that before long services will spring up to enumerate these D-list and E-list celebrities and potential celebs. Everybody will get graded. And a flag will show up in the customer service computer for the top few percentiles saying, “this one is an influencer.” It will say, “you are authorized, though you are just a script monkey customer rep, to do more for this customer.” Or you might just be direct right to a more powerful rep. This “long tail elite” may just start getting better service and even better deals, so long as they identify themselves first.
Companies have done this for some time based on how good a customer you are, ie. how much you spend. If you are a big spending customer, you get the magic 800 number or just get routed to the better service due to your frequent flyer number or even caller-ID. But I’m talking about doing this not just for those who spend a lot, but for those who influence a lot of spending — or could influence it in a negative way.
And of course they are working hard to make us identify ourselves in every transaction, just not yet for this. People who review products for a living will need to be sure they are anonymous when they buy and ask for service. But oddly, negative reviews from people who review stuff for a living are becoming less important than the horror story from the negative guy. Since most product reviewers at magazines are unwilling to go through the horrors of real customer service, they call the PR flacks and get top-rated service, and then explain in the review that they did this (if they are honest.)
If you’re not in the long-tail elite, this is all a bad sign. You’ll never get much satisfaction, and the number of horror stories on the net will go down below what the true level should be. Of course you will be able to join the long tail elite if you want to, since I am sure those who track it will note the names of people who regularly show up on consumer complaint message boards that have high readership or rank. But that’s a lot of work.
It doesn’t really do a lot of good for the rest of the world if perks are given to the long tail elite. Better just for companies to get good enough that they make mistakes rarely, and thus can afford to go the extra distance to fix them when it happens.