I have always had the opinion that service will always be a brands biggest competitive advantage or differentiating factor. Brands need to focus on becoming “Customer Companies” because the customers of today have opinions, choices and loud voices and they know how to use it.
www.rottenbank.co.za is a great example of just how far an upset customer is willing to go in order to get heard. Every story always has two sides but this customer is clearly not going anywhere. Cell C had a similar situation earlier this year and I can only imagine that we will start to see more and more cases like this. Customers are tired of being taken advantage of. Brands need to start treating them as individuals versus merely account numbers.