04 December 2006

Customer Evangelism buggered up...

Interesting. Talking about the merits of Social Media being used for marketing campaigns and strategies - enter iBurst and their now infamous blog. Spotted on Friday on MyBroadband - how's this for an example of the speed of the blogging world blowing up in the proverbial brand face:

iBurst recently boldly announced that it has launched an integrated blogging system in “an effort to put a human face to customer care” to enable them to directly interact with customers. It has proven to be a dismal failure.

Currently the
blog , written by iBurst’s head of customer care Ed Hall, consists of one article and 127 comments. Browsing through the comments page is enough to send shivers down any customer care manager’s spine.

Now, here's the kicker. This article shouldn't be viewed in a negative light at all! You've opened up to a channel that has presented you with 120 odd pieces of customer feedback. What an awesome platform to do some serious customer RELATIONSHIP marketing. The article says that feedback stopped about a week ago, and to be honest, I'm not sure if it has started again. But... Put me in that position anyday. You've got an active platform, a engaged audience and an opportunity to make right on issues. What more can a brand want from a feedback mechanism?

Visit their blog to take a look (link in the quote) - it's a helluva thing.