Brands invest hefty sums of money in PR to try to improve their image in the eyes of the consumer and make them shop more however DSGi, the parent company of PC World and Currys, was surprised to learn what was going on, on Facebook.
A Facebook group named DSGi Employees appeared on Facebook and it had quite opend conversations between DSGi staff with contemptuous comments about the chain's customers. In this group the employees provide ample criticism towards customers, with discussions ranging from 'Chatting up customers....' to 'Arsehole customers!', 'Really Stupid Customers!' and 'Some customers are really really stupid.....'. The group itself points out that it isn't a group for those who love and adore DSGi, just one for people who work/have worked for the same company. The group ask visitors to bear in mind that this is an UNOFFICIAL Dixons Stores Group plc, Discussion forum/Community, any views/opinions expressed on this page by either the group creator or it's members are those of the individuals only and not of DSGi plc or any of its affiliates."
Similar staff mutterings on Facebook have resulted in employee discipline, including Virgin Atlantic, which launched an 'investigation' after staff were found badmouthing their customers last year. In July, Primark promised to probe its staff after several employees posted "malicious" Facebook comments about customers, calling them fat, pikeys, and twats.In January, Waitrose and Tesco also launched investigations following the revelation that some employees had posted abusive comments about customers on various Facebook groups.
I believe this event further proves the need for companies to monitor forums and social media as it must make sure that such occurrences are minimised and promptly tackled. How much do you believe such comments left by employees of these companies leave would have on you if you were a customer of these companies?
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