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I’ll skip 90% of the back story to keep this post short.

I do all my banking with Bank of America. I have six accounts with them. I use their online banking and for the most part think they do a reasonably good job.

I recently paid off a small loan I owed them in its entirety.

Or so I thought.

I then received a subsequent statement indicating that I still owed $764.76 relating to accrued interest not yet paid.

Based on the facts, I felt this charge was incorrect and inappropriate.

So I wrote this Tweet:

In response, I received the following two Tweets this morning:

I provided my phone number and I then immediately received a phone call from a very courteous, very professional woman named Nereida. She listened intently, and then explained that she wasn’t the person who handled my particular sort of situation. She told me that she’d have someone else call me, hopefully yet today.

I hung up and thought, “Yeah, right, sure you will.” It felt like the classic “tell them what they want to hear, calm them down and then hope they go away” approach I’ve experienced so many times before in similar situations.

To my amazement, less than an hour later, a second person – Heather – called me and explained that my account had been credited IN FULL for the amount I still owed them. They did EXACTLY what I hoped they would do.

I then wrote the following on Twitter:

This was, for me personally, the best example I’ve seen of a corporation using Social Media to effectively monitor its brand image and doing whatever was necessary to satisfy an unhappy customer.

Bank of America, my hat is off to you.

Thank you for doing the right thing, and thank you for providing this great illustration of the RIGHT WAY to leverage Social Media to manage the reputation of your brand…