MOBILE technology company Clickatell is encouraging people to complain more
often about bad service, in the hope of making money as incensed consumers air
their gripes by SMS.
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Clickatell has teamed up with consumer advocate website Dont go to launch an
instant SMS feedback service so companies can find out what their customers
People can send a text message to report bad service as it happens, so the
organisation can respond almost immediately.
Only a fraction of customers complain to a business directly when they receive
bad service, giving companies little chance to deal with the problem. Most
people simply withdraw their support and criticise the establishment to their
"Businesses everywhere are challenged by not knowing the reasons why customers
dont come back, other than telling the manager on the spot, which most people
simply dont do," said Clickatell CEO Pieter de Villiers.
"Customers everywhere carry cellphones, which now can easily be used to provide
honest customer feedback via simple text messaging in real time at the point of
service," he said.
Companies that subscribe to the service will advertise a phone number in their
outlets. Customers can type the word "dont", followed by the name of the company
and their comment and send it to that number. Dont go then forwards the message
to the company via email.
So far in SA some restaurants, hotels, airlines and grocery store chains have
signed up. If complaints are received about companies that have not subscribed
to the service, they will be sent an alert for free the first time. Consumers
can also report good service using the system. E ach SMS would cost R2.
"Our service is designed to help companies build and protect their brand through
effective complaints resolution directly from the people who matter most . The
ability to offer instant feedback using SMS makes customer service better," said
Dont go CEO Moshe Sohaba.
Clickatell was founded in Cape Town in 2000 and developed the worlds first
webtomobile messaging technologies. It now has its headquarters in California.
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