Skip to main content
All CollectionsBenefits of Media Monitoring
How to (and how not to) reply to customers
How to (and how not to) reply to customers

A bitesize case study about the importance of tracking both you and your competitors brand name

Daniel Baradziej avatar
Written by Daniel Baradziej
Updated over a week ago

Reading Time: Just a few minutes  

So by now, you know how to set yourself up with a project.
Monitoring either/or both your own brand and your competitor's brand.
(psst.. if you need any help, you can check out this tutorial video)

Let's get back to business.

It's a Thursday afternoon, and one frustrated customer decides to take to Twitter to vent their anger about how (ridiculously) slow their internet speeds are.
Even though they're paying for fast speeds.

In our previous articles, we've discussed how just replying to customers typically increases their happiness (6 out of 10 customers cite they're more likely to repeat a purchase when a brand replies). And that's still true. However, how you reply is also equally important!

Note what happens next

@AfriHost replies to the original tweet, sharing their sympathy for 'Cobus' and pitching that their products might be more suitable for him.
At first glance, there is no problem with this. In fact, he specifically tagged them with the mindset of switching providers.

However, another eagle-eyed Twitter user caught wind of the @AfriHost pitch.

And called them out on exactly the same problem!

As it turns out AfriHost, SuperSonicFire & all other providers in the local area were being affected by a much bigger problem, one that was seemingly out of their control. 

Enter @webafrica. The perfect reply.

Instead of pitching the client, they resolved the problem (or at least kept them informed), building a natural trust between themselves and their competitor's customer. 

The moral of the story...

When trying to sell your products using social selling techniques, it's important to remember that customers, like the example above, first and foremost, want their issues resolved!

@Webafrica have now set themselves up to reach out to the original poster and his 'online friend' when the time is more suitable (e.g., when the internet is restored)

We hope this article has been useful to you! If you have any further questions or need help, please don't hesitate to get in touch. You can reach us via email at or send us a message using the chat box on the bottom-right side of your dashboard.

Did this answer your question?