A new Twitter aggregator service was unceremoniously brought to my attention recently when a customer tweeted about the poor service they received:

@KarolisP http://bit.ly/308cwg #Carphone-Warehouse #sucks !!

Wow, tell it like it is, why don’t you!

I promptly had a look at the site and there it was for all to see, 21 people all using the hashtag – #Carphone-Warehouse #sucks. Not even people, they’re known as ‘supporters’, even worse I thought to myself.

At the top of the page is written: New here? This page is for people who don’t like Carphone Warehouse and want to spread the word. There’s a button on the right hand side proudly announcing the fact that ’21 people hate Carphone Warehouse’ and you can click through and ‘see why’. You can even embed a badge on your site, retweet it, share it on Facebook, ask your friends to support it. It’s a great site with all the functionality you might need to share it. Unless of course you’re on the wrong side of the fence. What to do?

And then I thought to myself. For all the negative comments, it’s actually helping us out in a way. It’s conveniently aggregating all the negative comments about us in one place. Saves us having to look around. We can see who is complaining, get in touch with them, try to sort out whatever problem has arisen and possibly turn them from a detractor into an advocate.

So I tweeted @KarolisP in my usual way: “Hi I wrk for Carphone Warehouse. Looks like we got it wrong 4u – apologies. How can we help? Pls email cpwcares@cpwplc.com”

And @KarolisP responded as follows: “Thanks for taking time to respond. I hope it is sorted now. cheers.”

Companies make mistakes, companies get it wrong. But you have the option before you hit the submit button to respond as a company or as a person. Depending on which hat you choose to put on, can result in very different outcomes. Sometimes you do have to respond as a ‘company’, and sometimes it makes perfect sense to be ‘you’.