Point of View: Selective sociability

Molly Flatt

Like people, brands don't always show their best face to the world. A great online experience is easily ruined when the consumer comes up against badly trained shop or call centre staff.

Selective sociability

Molly Flatt

We all do it. We spend the day at work being helpful and patient with our colleagues; we break out maximum wit and warmth for post-work drinks with our friends; then we get home and unleash the tired, grumpy monster within to the ones we really love.

With the advent of social media, and a relentlessly gregarious world, it's easy to feel we deserve some downtime from being… well, nice. And our family's job is to take the hit.

The problem is, brands do it too. And it certainly isn't our job to put up with...

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