The Internet enables individuals to unite around a shared issue or cause, small or large, in an incredibly efficient way.

Flickr-user Helen Flynn and I have both purchased rugged CAT suitcases that have failed. Helen found my Flickr post after searching for CAT’s online customer support.

My case was replaced quickly when I posted an image on Flickr and contacted the retailer Excess Baggage. Hopefully Helen’s also be replaced now that we’ve shared our experiences.

Two lessons:

• as a consumer it is always worth completing reviews and using online channels and social media to share good and bad experience; and,
• brands must monitor web channels to spot early signs of customer issues kicking off.