Twitter used to be the “go-to” way of getting personalized customer service, and with some brands it still is. Many companies assign super competent agents to deal with twitter, and empower them to cut through bureaucracy to solve problems.
Not all do however. And some just follow the ‘first rule of social media’ which is to try to get customers to stop blasting the company as quickly as possible. The easiest way to do that is to get the customer to ‘take it to DM’.
You’ll find many twitter teams respond to any complaint with an expression of sympathy and a request to direct message details so they can ‘look into it’ for you. You think you’re getting personalized help when really what’s happening is the brand is getting you to quit complaining publicly, at least for awhile when you’re at your most frustrated.
However when you combine this strategy with either a twitter team that isn’t well trained, or a company using bots, you get awkward results. Naturally Marriott – whose major problem with Bonvoy is there’s really nowhere to go to get help when things go wrong – is a prime example.
We are dismayed to learn of these unfortunate set of circumstances. Your name as it appears on the reservation, along with your contact information and the confirmation number in a DM would be appreciated. This will be shared with the hotel's leadership team for assistance.
— Marriott Bonvoy Assist (@MBonvoyAssist) August 19, 2019
A valuable customer tweets acknowledgment of fantastic service at a Marriott hotel, and what does Bonvoy do? Apologizes and asks to take it to direct message.
Either a cut-and-paste error, or they’re so beleaguered at Marriott customer service they read everything as a complaint these days.