Customer Expectation Management on Twitter

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Bad things happen--it's how you condition customers to deal with it that counts. Jet Blue tweets flight delays.

In April, when a Stanley Cup broadcast was interrupted, cable provider Comcast used Twitter to immediately inform its subscribers that the culprit was a lightning storm, and that transmission would soon be restored.

Small companies--like United Linen, a linens and uniform company in Bartlesville, Okla.--can manage expectations this way, too. When a major snowstorm hit the area, Marketing Director Scott Townsend used Twitter to let customers know deliveries would be delayed.

"It was a great way to send information to everyone," he says. "They understood we wouldn't be there, but they wanted to know what our status was, and updates as the situation changed."

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