My friend, Josh (@yakuza80), recently sold his beloved Honda Civic. All the parts of the transaction within his control — dealing with the buyer, writing up a receipt, arranging a witness and a ride home (me) from the handoff — went swimmingly. But he’s been tearing out his limited supply of hair over transferring the title from his bank. For some reason, Fifth Third bank won’t release the title.
But today, he had a phone call from the office of the bank’s president to resolve his issue. Why the special attention? He took a swipe at Fifth Third’s brand on Twitter. And, like in a lot of cases, it worked.
@yakuza80: Fifth Third is the worst bank ever! I will never do any business with them. Don’t trust a bank with an improper fraction in their name.
@colinmorris: RT @yakuza80: Fifth Third is the worst bank ever! I will never do any business with them. Don’t trust a bank with an improper fraction in their name.
@merubin: @colinmorris @yakuza80 Can I help? Perhaps we can win back your trust. Please email me the details (michael.rubin@53.com) (discl: #employer)
@colinmorris: @merubin To be honest, I just RT’d @yakuza80 because the improper fraction crack was hilarious. I have 0 experience with 5/3.
@merubin: @colinmorris No worries. I thought it was kinda funny, too. Here’s the real story if you’re interested: http://bit.ly/whyitscalledfifththird
@yakuza80: @merubin Just emailed you. Thanks.
@colinmorris: @merubin (@yakuza80) Hey. Beats 1.666666666666666666666666666667 Bank.
This isn’t the first time I’ve seen consumers leverage social media against brands and win when they’re dissatisfied. I even did it to First Merit (part 1, part 2, part 3) and Megabus (part 1, part 2), each time with positive results, on my own blog a couple years ago.
How about you? Ever sounded off at a brand indirectly and been surprised to get a human response? Ever had someone publicly complain about your brand and taken action?