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PERSONAL FINANCE AT WALLETPOP

SMALL BUSINESS

Angry Consumers Fight Back on the Web

By JEFF ROSSEN and SHANNON COSTELLO,

ABC News

Posted: 2007-09-04 12:40:41

It used to be, if you were unhappy with a product, you'd write a letter to the company and hope for a response back, maybe even a few coupons.

Photo Gallery: Airing Their Complaints

YouTube.com

Michael Whitford first describes his dealings with Apple on problems with his new Macbook, then destroys it. Apple offered him a new computer days after he posted the video on consumerist.com. Watch It

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Today, there's a whole new way to express your dissatisfaction: It involves a camcorder and the Internet and the potential to damage a business with a single upload.

A New Jersey woman, Jessie, was unhappy with the way a car dealer treated her mother while buying a new car. So, Jessie turned on her video camera and went into the dealership. While taping, Jessie returns the car keys to an unsuspecting salesman and cautions other customers against purchasing a vehicle.

"Don't buy a car here," she warns as she exits the dealership.

A few days later, she uploaded the video onto YouTube, labeling it "Beware of Brad Benson."

Brad Benson is a former offensive lineman for the New York Giants and the owner of the Monmouth Junction, N.J., car dealership. We met with him last week and watched Jessie's video together. When asked whether it upset him, Benson replied, "I would love to throw a bucket of ice on her. She deserves it, and I don't mean Gatorade either."

Benson, like business owners across the country, has been forced to face the powerful impact angry consumers can have on the Web. Benson denies Jessie's allegations and insists his dealership did nothing wrong in its dealings with her mother. He acknowledges, however, that customers' rights to bring cameras into businesses and record their experience online, "As long as their facts are correct," he said.

Keeping Them Honest

Businesses may not like it, but they better get used to it as more and more consumers are uploading.

Michael Whitford posted a smash-and-bash video titled "Macbook Destruction" in which he demolishes his malfunctioning laptop.

A systems engineer from Chandler, Ariz., Whitford was distraught when his new Apple Macbook konked out only six months after he purchased it. When Apple refused to fix the computer for free under his extended warranty, Whitford took matters into his own hands.

With a camera and a sledgehammer, Whitford went to work, explaining his gripe to the audience before systematically reducing the Macbook to smithereens. He posted the video on the Web site consumerist.com and within four days Apple contacted him, apologizing for the problem and offering up a brand new $1,700 computer.

'Macbook Destruction'

'Beware of Brad Benson'

Meghann Marco, editor of consumerist.com, the site that earned "Macbook Destruction" the attention of Apple, feels validated when companies take note of consumer complaints.

"It makes me feel good when any of our customer complaints get resolved. I think it's really great to see that, and that's why I like my job."

But it's not only complaint videos; consumers are now part of a global community where they share information about products both good and bad on Web sites like expotv.com and consumerist.com. They get hundreds of posts a day from consumers all over the world. The videos run the gamut from simple vacuum cleaner demonstrations to minivan reviews.

Self-titled Internet consumer reporter Gerald Rubin, a vacuum-cleaner authority, focuses on the duds, but also makes a point of highlighting the winners. Marco asserts this community can be as beneficial to the businesses as the consumer allowing them to put a positive spin on potential PR disasters.

"That's actually an opportunity for a company, too. If a video with a good argument starts to get really popular, a company can step in and say, 'You know what, we've taken this seriously and we're going to step in and we're going to fix it, and look how great we are.' So it doesn't necessarily have to be, 'Oh, look at the mean consumer, like, beating up on the company.' "

Do Companies Get It?

"No, most companies screw it up," said Larry Weber, author of "Marketing to the Social Web" and an Internet consultant to Fortune 500 companies like IBM, Visa and General Motors.

Weber preaches an Internet involvement gospel: Companies have to give up trying to control everything that is said about them and surrender to the almighty Web.

"The first thing you've got to do is you have to understand who's talking about your company and your products and your competitors online. Get out and share and be a part of those conversations. Be transparent. Don't try to hide."

If only Delta had that advice, before this video hit the Web earlier this summer. Robert McKee was one of several passengers on Delta flight 6499 that was stuck on the tarmac at JFK airport for seven hours. Delta did not feed the passengers throughout the entire ordeal and McKee kept his camera rolling, posting a minidocumentary online.

Eventually Delta provided the passengers with frequent flier miles and $200 rebates, but it was too little, too late, according to Weber.

"Delta should've come right out and said, 'We apologize. Here's free roundtrip tickets forever. We hope this never happens again.' They should've put a video out of the CEO apologizing right away."

That is exactly what toy magnate Mattel did earlier this month when it recalled more than 9 million toys made in China due to excessive lead paint and magnets. Instead of hiding from the negative press, CEO Bob Eckert posted a video statement on Mattel's Web site that was picked up by various Mommy blogs across the Web.

Be Seen, Be Heard

The Internet has enabled consumers to take over the driver's seat; compelling online videos help consumers get leverage over companies in ways letters and phone calls never could. That being said, commanding the attention of a Fortune 500 company is no small feat.

Consumer video sites have increased in popularity tenfold not just any video will get noticed. While it may seem that anything goes on the Web, Marco advises that people on the Internet can be very critical, and ambitious consumers should take several things into consideration before pressing "record."

"I'd say the first thing you want to do is take a deep breath, and decide whether you really want to put yourself on the Internet," she said. "And if you decide that you do, then you're going to want to make sure that you have a really valid complaint you're going to want to gather all your evidence together, as if the IRS were coming over."

Once you've exhausted the traditional methods of contacting companies and determined uploading is your only option, Marco says you must aim to get sympathy and support, and adding a little entertainment factor certainly doesn't hurt either.

"You've got to get everything together, get your video camera, and then just speak from the heart. Just say, you know, this is how I feel, this is what I've done, I've reached an impasse, and I'm appealing to everyone else. Help me out!"

So, with that advice, I set off to make my own video. I have some issues with my cell phone. In fact, it's sort of a universal problem: It's impossible to see the screen in the sunlight. It drives me crazy.

No, I wasn't crazy enough to smash my cell phone in the video. But others like Michael have done just that with their high-priced electronics! So, companies, be on your toes. As Jessie, the woman who recorded in the car dealership, warned, " Don't mess with me because I will record you!"

2007-09-04 08:54:16

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17 comments

Bensonbasher 09:43:25 PM Sep 08 2007

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I can see some of Benson's friends, family and employees posting here. Mr. Benson made a video rebuttal on You Tube. This man actually changed the ladies video and outright revealed personal credit information on You Tube about the mom. Brad Benson is a dealership which by law must abide by consumers privacy law act. In all honesty...Would anyone want to trust their credit information with this man? Making the rebuttal has hurt him more then he knows. Revealing personal credit information on a video is down right dirty and unprofessional. Mr. Benson did this rebuttal when he found out I-Caught TV show was going to aired the ladies video. Consumers!!!! "Beware of Brad Benson Hyundai Dealership in NJ". He might put you credit information on You Tube. I hope the lady sues him. Here is the site on the rebuttal.

http://www.youtube.com/watch?v=eJ2CP4euxqc

Here is the site to I-Caught TV show which aired it.

http://ugv.abcnews.go.com/player.aspx?id=694258

I hope his business

bror8588 04:31:32 PM Sep 04 2007

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The woman that bought the car needs to be the one to return it. Most busineses have a policy on returns and guarantees. If the problem was legitimate then there is a process to follow. The woman photographing the interview was rude and rather ignorant and her blanket accusation rang false. If the problem is that a car is not as advertised then that can be deliberated before accepting possession. Otherwise, people can take a car for a weekend jaunt and then return it without bothering with a rental company. The dealer should not accept the return of the car but call the police and charge parking fees for unauthorized use of space.

kimvend 04:30:00 PM Sep 04 2007

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I love when people, well MEN, complain they are angry consumers. But when women complain about men who cheat, spread stds, create children and leave, and lie to get sex, the woman is a "scorned bitter women". There is no difference except that men like to call their complaining noble and criticize women who complain about men who are con artists. Women post your experiences with men on www.dontdatehimgirl.com Men, get used to the internet exposing what you would rather remain private.

tdabuddyinc 04:19:25 PM Sep 04 2007

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Don't lay all the blame on the BIZ. Lies and deciet are known cautions in car dealers. People need to be responsable. Stop laying blame take your lumps.

lbuck5721 02:30:35 PM Sep 04 2007

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I had a problem with Forever 21 in Woodbridge Center mall in Woodbridge, NJ Several teenagers and my daughter decided to take my visa and go on a $1500. shopping spree without my knowledge. To avoid legal trouble for the girls, I said that if most items can be returned, then I would be satisfied. I get to Forever 21 and the clerk and Manager laughed at me and were very snippy. They refused to give me credit on my visa, and, only store credit on clothes and nothing on jewelry. I told them that if they see a teen with a major credit card, they should have asked for ID and they insisted they did asked. They treated me with total disrespect because if they had asked for ID, they would know for certain they none of these teens had my name. They said they ALWAYS check for IDs, what LIARS! I would never patronize them again as they need lots of training in dealing with customers. They were a bunch of nasty witches!

ajv1617 02:21:00 PM Sep 04 2007

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There is a lot of imported crap out there. I recently remodeled a bathroom with an American Standard toilet and sink. I assumed they were made in the USA judging from the name. Instead they were made in Honduras. When the plumber unboxed the sink pedestal base it was broken and had to be taken back to the wholesaler for a new one. The day after the plumber installed it I noticed the sink was peppered with little dots. It has to be replaced. One day after the toilet was installed it flooded by bathroom. There were HIDDEN defects. I called the company and got what I assume was an outsourced customer rep -- judging from her rotten attitude, I assume she was from North Korea. Well, it was replaced after a two week wait for a replacement. Now the porcelean is wearing out in the toilet. I wrote to the top officials but they did not respond. Under the warranty, they are obligated to replace, but who pays the $75. an hour plumber? Mine is willing to write his time off but that i

dahst 01:58:00 PM Sep 04 2007

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I think cerner1 works at Brad Benson Hyundai

cerner1 01:43:11 PM Sep 04 2007

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ANYBODY THAT CUTS THIR NOSE OFF TO SPITE THIR FACE NOT TO BUY A CAR FROM BRAD BENSON HUYANDIA IS FOOLISH BECAUSE I THINK THEY WERE THE BEST DEALER AROUND AND I ALSO OWN A 60,000 CAR AND I THINK MY HUYANDIA IS BETTER RIDING SO PEOPLE DONT LET ONE UNSATISFIED CUSTOMER SCARE YOU AWAY.

RichardTwobears 01:40:37 PM Sep 04 2007

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Richardtwobears
What you're seeing here is a syptom of a major problem. (see the article about Ford sales in August declining 14%) Car dealers are still selling cars the way they did in the 60's. Their lying and cheating doesn't work anymore, but American manufacturers and dealers have a genetic defect that keeps them from telling the truth, especially to women. What do women hate more than anything? Any kind of deciet. Car dealers aren't interested in the deal unless there is some larceny involved. Their "sales tactics have forsaken 58% of the driving public; WOMEN Drivers. Their sales are declining and will continue to decline because they don't get; and never will.

cavranger 01:31:45 PM Sep 04 2007

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rphugger...
I had a horrible experience at Lowe's myself! All I wanted was a $250 lawn mower and that took almost 25 minutes and than after check out I wanted someone to load it into the car for me...Stood around for another 20 minutes. Everyone looked over knowing what I needed and not one person helped! I returned the item on the spot and never went back. Went to Home Depot and had 3 people help me, paid and load in the car...off I went in 15 minutes.

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17 comments