bloody customer support on social media: highs and lows

82% of customers stop doing business with a company because of poor customer experience.

Thanks to the internet, it’s easier than ever for brands to gain the support of their customers. However, it’s also easier than ever to lose their support.

Let us tell you a story.

Just like everyone else, we at Elucidate need to break in our shoes. Just like everyone else, Elucidators also have birthdays.

Birthday shoes are not meant to cause agony and untold distress (to both the wearer and the followers of the wearer’s Twitter account). Birthday shoes are supposed to be things of beauty, things that fit both the feet of the wearer, and their personality.

Unfortunately, sometimes things don’t go as planned.

ugly things. painful things.

Things like this:

Yep, that’s what you think it is. That’s blood.

Being the kind of people who tweet most of our waking lives, this image, along with some rather more graphic ones of said foot and shoe, were soon being circulated on Twitter.

Responses from our followers included horror….


….and melodrama…



…and it was sorted.


There are many examples of brands that perform excellent feats of customer service through social media platforms every day. Here are just a few examples:

facts & figures

Companies who ignore their customers’ complaints on social media do so at their peril (read more here). Ignoring social comments only fuels the debate. However, a response will calm it down and if you do a really good job, will gain you support and loyalty.

It’s worth remembering what happened to Amy’s Baking Company Bakery Boutique & Bistro during their excruciatingly public meltdown on Facebook.

So, to answer a topical question –

how is social media changing customer support?

At Elucidate, we and our ankles think it can make a huge positive impact if done correctly.