Customer tweets to victory in Rogers cell service battle
Social media complaints lead telecom giant to slash cancellation fee after traditional calls failed
A former Rogers cellular customer is claiming victory in her battle with the telecom giant, after her tweets accomplished what traditional methods of contacting the company didn't.
Andrea Cooper signed a mobile phone contract in Toronto, but then moved back to Newfoundland, where Rogers has limited coverage.
When Cooper objected to the thousands she'd have to pay to cancel her cell contract, she took her complaints to Rogers Customer Service — with no luck.
"I was on the phone for hours with them," Cooper said. "The woman was quite difficult and rude with me."
Then Cooper tweeted about it. Rogers quickly contacted her and dropped the fee to just $200.
"The process was completely different, and they were apologetic ... following me on Twitter and making sure I was taken care of," she said.
Rogers had already faced a tough week. A Twitter ad campaign backfired after drawing the ire of unhappy customers.
Still, Memorial University marketing professor Lyle Wetsch says Rogers wins loyalty and attracts new customers by resolving problems via Twitter.
He says most companies still don't understand that.
"Only 20 per cent of companies are actually doing that, so there's a lot of missed opportunity there," Wetsch said.
Wetsch predicts companies will ditch call centres altogether and use social media to resolve complaints.
He says some U.S. airlines are already doing so.