A billboard erected by a disgruntled Cell C customer has been removed from outside WorldWear Mall following legal action from the cellular service provider.
Cell C are also allegedly considering further legal action against the person, who according to a call to Xolani Gwala's show on Friday, had battled to get assistance from the service provider's Sandton branch for a number of months.
The billboard contained Cell C branding with the message: “Cell C - The most useless service provider in SA”.
As a brand - you don't use my branding, Cell C branding, to put that message that you put out there. For that alone I will sue you!— Udo Carelse shares his opinion with Xolani Gwala
By Saturday morning Cell C’s branding was obscured with black tape but the message remained for passers by to see.
Cell C will clearly go great lengths to protect their good reputation, but equally, something must have caused the customer to become so obviously disgruntled.
Back in August 2010 South Africans were introduced to the new CEO for Cell C: Trevor Noah. The tv and print ads in the campaign featured the Customer Experience Officer inviting comments from Cell C customers.
In 2012 it was announced that Cell C was shaking up its approach to marketing and advertising - and with new testimonial style ads, the comedian was out.
If only this customer got through to a Customer Experience Officer in their search for senior level attention!
We tried every which way to get hold of somebody, anybody, to speak to at Cell C - to explain to Cell C what the problem was - and we were stonewalled all the way.— Beverley, on behalf of the disgruntled Cell C customer
Cell C have declined to comment pending the legal action. But while the exact twists and turns of the story remain unclear - what is glaringly obvious is that this public spectacle could surely have been avoided.
Speaking on Xolani Gwala's Afternoon Drive, Muzi Kuzwayo, author and Founder of Ignitive says that this issue should never have gotten this far - and most certainly shouldn't end up in court. He said that Cell C had broken the first rule of marketing - that the customer is always right...
Sort it out quickly. Sort out what the problem is and put it in all the papers! They should have laughed it off and made the customer happy.— Muzi Kuzwayo
Listen to the full interview here -