I agree with the way that AT&T handles their negative comments. Deleting the comments would be a sign of weakness for ignoring the remarks rather than addressing them up front. Responding to their comments will be unexpected and most likely impress the customer. They will continue their service with AT&T, and spread the word about AT&T’s exceptional customer service. I believe that companies like BP who delete the vulgar comments are doing the wrong thing. However, it is much easier, and cheaper to hire one person to delete comments than 2 dozen employees to respond to angry customers.
There are definitely advantages and disadvantages to both. Deleting the comments would save the company from having to hire extra employees. It also would prevent perspective customers from seeing how unhappy current customers are. However, deleting the comments would make customers more angry and give the company a bad reputation for not addressing customer complaints. By responding to the comments the company is creating a reputable company with great customer service. This will attract more customers because they actually deal with your issue. On the other hand, the extra employees, time, and technology needed to respond to comments would be a downfall for this practice.
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