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If there is something wrong with your product or service in the Citizen Marketer, people will know.

We just have to accept that.

This era began with Jeff Jarvis’ famous “Dell Hell'” rant, and we are now at the point where 

So, if something is wrong with your product or service, what are your options?

1. You can ignore customer complaints and hope they go away. (But, you know you can’t hide)

2. You can try to “spin” things.

3. You can respond reactively when customers make inquiries and grudgingly acknowledge them.

4. You can pro-actively and pre-emptively address the issue.

So, kudos to Bank of New York for taking approach #4.

The letter said that it is possible some of my personal information had been compromised. They weren’t concerned, but recognize that I might be.

So, I get a free two years of a credit monitoring service.

Nicely done.

Take a bad situation and make it a positive WOM generator.

Of course, the highest level of response may be ‘participate and build,’ but not everyone can do what EA and Tiger Woods did.

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