It's actually nothing new
While the medium is relatively new, most customers are just demanding online what they've always demanded: good customer service. They want explanations when companies screw up or there are delays, and they want solid solutions to address any mistakes that are made.
"The emergence of digital media has put a special emphasis on customer service," said Mackenzie. "It's all about service, keeping our guests delighted. It's not a complex subject. It's just the way people communicate is different."
Toilet paper issues aside, United Airlines has a social media staff of 20 employees working from the airline's Chicago office, United spokesman Charles Hobart said.
That includes a presence at FlyerTalk, engaging with forum members and asking them for opinions on new products and existing products. "We know that it's important to be involved with FlyerTalk," Hobart said.
Leaving the potty humor to others, United also apologized for the toilet paper shortfall in a company statement.
"We apologize to our customers on this flight for the inconvenience and would like the opportunity to welcome them back."
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