Customers with complaints have vastly greater options for making their case today. Social media platforms like Facebook, YouTube and Twitter, combined with community organization services like Change.org, make it possible for one customer with a problem to start a campaign that leads to change across an entire industry. The incidence of these attacks is growing, and large companies a learning to respect and fear the growing power of activist customers.
This presentation, which was prepared for SugarCRM's SugarCon 2012 conference in San Francisco, previews a forthcoming book by the same name by Paul Gillin and Greg Gianforte.
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Attack of the Customers!
1. Attack of the Customers!
Paul Gillin, Author
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer (co-author)
Attack of the Customers! (co-author, fall, 2012)
Kristen Christian started the campaign Oct. 4 by inviting 500 of her Facebook friends to abandon their banks. Christian said she would have been happy if just a few others joined her, but it became something much bigger.About 650,000 U.S. consumers opened credit union accounts in the month since BofA announced Sept. 29 its planned debit card fee, according to the Credit Union National Assn., a trade organization. That compares to an average of 80,000 new members a month the rest of the year, the group reported.Faced with mounting consumer criticism, BofA abandoned the planned fee Tuesday.
"..within four days of the song going online, the gathering thunderclouds of bad PR caused United Airlines' stock price to suffer a mid-flight stall, and it plunged by 10 per cent, costing shareholders $180 million. Which, incidentally, would have bought Carroll more than 51,000 replacement guitars."--Chris Ayres, Times Online (UK)