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The Web holds companies accountable
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Like everyone, I am aware of the power of the 21st century for the consumer and often check online reviews before purchasing items or services. Recently I learned firsthand how powerful the Web and social media can be as a tool to hold companies accountable.
My boyfriend, Matt, is an avid reader of The Consumerist, an online resource for consumers, and came across a story about the car-sharing service Zipcar. He saw that one customer complained about a car stalling in the middle of the highway—and it turned out to be the same exact car he was given to use after her, only to have the same result. Just a little bit dangerous, don’t you think?
The Consumerist then published his story, it spread in typical Web fashion, and later that day Zipcar was calling him nonstop begging to resolve the problem.
He got his money back. Thanks, Internet!
Needless to say, there can be a downside to too much consumer information without enough filters, but hubs such as The Consumerist help to collect and redistribute the information in a suitable fashion.
There’s never been a more powerful time to be a consumer. A rating or review or angry Tweet can instantly spread the word. In the past consumers had to wait for much tougher gatekeepers to publish their story or relied on word of mouth, which should not be underestimated—but sure is nothing like the global reach of the Web.
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