Here's what happened.
Twitter user @roseybeeme switched seats with an attractive woman on an airplane so that Rosey could be closer to her partner. When an attractive man sat next to the woman they immediately hit it off, and Rosey couldn't help but chronicle their whole relationship from start to finish.
From the first few moments of their exchange, to them flirting, exchanging numbers, and even starting to cuddle--she vicariously told the story through social media posts.
This wouldn't be cause for concern, except that since she was flying on an airplane, WiFi became an issue. After confessing to thousands of people on her social media pages that she had to pause to buy more WIFI, T-Mobile CEO John Legere stepped in.
Realizing that thousands of people would be reading and following the story of the random lovebirds' flight, John knew that being able to take a small act of kindness would go along way.
It turns out, his assumption was right.
John reimbursed the love story videographer for her extra WiFi charge, and thanked her for keeping everyone so interested in this couple's in-flight romance.
Twitter responded with amazing support for the CEO, and some users even went as far as to claim that they'd be switching their entire families over to TMobile by the end of the night!
So what can we learn from John's actions?
Customer service is about customer engagement.
Most CEO's wouldn't get involved with something as trivial as a small WIFI reimbursement, or care to watch a silly social media story. Considering that TMobile was a very small byproduct of the event, it is unbelievable that he chose to get involved.
So why did he make that call?
Engaging with customers is one of the best ways to keep them loyal. In a market that is fraught with competition, consumers have several choices for mobile carriers. T-Mobile just proved why their customers can have peace of mind about choosing them with this simple tweet.
Good customer service means recognizing when things go right.
Customer service has a negative connotation. Everyone assumes it is the system set in place for when things go wrong. But if there's one thing I've learned in my career, it is that it is just as important to reward what goes right, as it is to improve what is going wrong.
TMobile did a great job of making sure that they align themselves with their customer's interests. They leveraged the interests of their customers and used it to catapult the brand and win favor with other like-minded people. They didn't make a political statement or share something about their service.
Instead, they aligned with a human experience--the thrill of falling in love--and used that as their marketing platform.
Take note, if you don't promote happy customer experiences, and share in their positivity, you are missing out on a huge marketing opportunity.
Customer loyalty takes extra effort.
Loyalty occurs by making small, consistent efforts to keep the customer happy throughout the customer lifecycle. While this moment is huge for TMobile, it is also important to remember that it is just one incident. In order to foster the highest brand loyalty among customers, companies must constantly reinvigorate their brands with an infusion of customer engagement, rewards, and relevancy.
The return on investment always airs on small acts that can make customers feel remembered, and important. John's tweet may have only taken a minute or two to draft, but the implications of his level of customer service show that he is willing to go the extra mile and put in extra effort for his customers.
CEO's still need to be careful when engaging with the public online, especially Twitter because of how fast news changes.
In this case, the original story took a bad turn when the woman of the Instagrammed couple tried to keep her identity private and instead her identity was posted all over the internet without her permission. She didn't know she was being filmed, and this caused a lot of issues, which resulted in a public apology from twitter user @roseybeeme.
As of July 24th, 2018, Legare hasn't deleted his original tweet.