Posting cease and desist warnings in social media is a terrible customer engagement strategy. The bigger problem is the essential home on-demand challenge: Trust. Consumers will provide access to a home or a pet based on personal knowledge, not just ratings. Trust may start with ratings, but it cannot carry the weight of customer security — think about how eBay’s sales have migrated to public venues where, say, a car is transferred, out of fear of robbery. Combined with threats of libel suits against customers still searching for a pet lost by the company, this demonstrates the local trust problem every on-demand company seeking access to the home must address. It requires people referring or vouching for on-demand workers personally.
Wag Labs Inc., the app’s parent company, did something unusual for a tech company: fired off a cease and desist letter to one of its own customers. “If your retraction and apology to Wag! are not publicly posted to each and every social media platform that you have used to libel Wag! within 24 hours of the time of this email, this office has been authorized to use all available means to bring as swift as possible an end to your lies,” company attorney Mark Warren Moody wrote.