Tag Archives: Redskins

When brands on social media fail at customer service

19 Aug

Last night I had the pleasure of going to my first NFL game. Although it wasn’t a pleasure. And I didn’t go. Let me explain.

My sister and I were excited to go to our first ever NFL game. Although we are not Redskins fans, the tickets were inexpensive, and we figured, “why not?” So, we got tickets, and decided to meet at FedEx Field. The email I got from StubHub said to bring a small bag, so I brought the smallest bag I own (pictured below, with all contents of the bag).

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After printing out my ticket, taking the 45 minute metro ride, and walking the mile from the metro to FedEx Field, I was informed by security that my bag was too big to enter. Apparently, the largest a bag can be is 4.5in by 6.5in, which is barely bigger than an index card. My bag (pictured) is 6.25in by 6in. Also, according to NFL policy, you are allowed to bring in a 1 gallon plastic bag. Despite the fact that my bag could fit inside the plastic bag easily, I was still not allowed inside FedEx Field.

Think about this logically: it’s a Monday night, and plenty of people are probably coming from work, including women, who (surprise!) also like football. What can you seriously fit inside an index sized clutch if you’re coming from work? A wallet? Sure. Phone? Maybe. But what about keys? Am I expected to put those into my pocket?

Immediately after being told I was not allowed into the stadium, I started tweeting about the ridiculous and absurd bag policy. On top of my horrible experience at FedEx Field, I never received any response from either the NFL or the Redskins via social media. As one of the most followed brands on social media, with over 7 million twitter followers, I’m astounded that no one on either the NFL or Redskin’s social media team monitored or flagged this sort of activity as important enough to respond to. It makes me wonder how much they care about the integrity of the NFL brand, and if they understand how social media affects public perception.

Brands who receive negative feedback on social media aren’t supposed to ignore it – it makes the problem worse. As a general rule, brands are encouraged to respond, no matter what, to negative comments so that customers/fans know that the brands they love care about them as well. When handled correctly, addressing negative comments head on can strengthen brand loyalty, instead of driving fans away. Even simply apologizing can make the situation better.

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