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The dus and don'ts of social media

Tom Paye | Sept. 26, 2013
Following two days of social media meltdown, du came back to its UAE customers with an option to opt out of new, higher-priced packages.

The announcement brought home the power of social media with a deafening blow. Under no real obligation, du had decided to reverse a plan that could have made it millions more dirhams — all because it sensed the tide of social media turning against it. The operator's management clearly thought it was more important to have happy customers than to implement its new plans, and they're to be applauded for taking this stance.

In a business environment that almost guarantees success, it's all too easy to fall into the trap of not considering your customers. du almost fell into that trap, but its willingness to take advantage of social media feedback saved the company from developing a bad reputation. After all, even if your customers are forced to use you, it's always better to make sure they're happy about it.


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