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So many of us have heard the story of Morton's Steakhouse monitoring their social media and going above and beyond with meeting Peter Shankman at the airport with a full steak dinner. That is just one example of a small business watching their social media. I'm sure that Morton's didn't know that they would get the publicity that they got among all the social media channels. I know that when I am near a Morton's Steakhouse, I will probably hit one remembering the experience that Peter had with it.
Now, what about one of the biggest companies in the US watching their social media? I made a call to AT&T because I knew that I was eligible for an early upgrade. Little did I know that I would only be able to upgrade one of my phones on my plan, and not the other. It all started with a tweet. After I got off the phone with customer service, I tweeted out of frustration.
I didn't know what to expect after tweeting that. Here I am dealing with one of the largest companies in the country. To be honest, I wasn't really expecting anything. I was just plain frustrated with the whole thing and decided to vent on Twitter. About 10 minutes later, I received a tweet from @ATTCustomerCare.
I was shocked. I did DM them my phone number for them to look into my account and received a call about 15 minutes after sending them my information. They explained to me what the policies were for early upgrades. I found out that my primary line was eligible, but not the other for about another 7 months. I vented on the Social Media Customer Care Representative my frustrations. I bought two Blackberries, signed contract the same day, and only one was eligible? He understood where I was coming from. We spoke about it and a few weeks later, I was on the phone with him again ordering 2 iPhones. They waived upgrade fees, early termination fees, and expedited shipping to me.
So what does this have to do with the automotive business? We as dealers have to be aware of what is going on out there and what people are saying about you. It happens everyday and you may not know it.