Friday, November 22, 2013
Companies are suing and fining customers for bad-mouthing them online. Threats are designed to muzzle them through intimidation. How dumb is that? All it does is tick off the unhappy person who will make an extra effort offline to give the company a bad name, and the more people who find out about such aggressive tactics, the fewer that will use the service. The customer is not always right, but that doesn't mean one should punish him. That is simply bad public relations. That written, there is no good way for companies to defend themselves online other than through aggressive promotion -- asking happy customers to speak and write on their behalf to counterbalance trash talking. This provides potential customers with a fuller picture. One would think companies value customers enough to avoid angering them, but that doesn't appear to be the case.