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With consumers taking to social media to voice their praise or complaints, many organisations try their best to answer such feedback.
Adding humour to such responses brings a human touch to an otherwise faceless corporation.
But get the humour wrong, and you border on being unfunny, and even insensitive.
This seems to be the case in a recent exchange between a passenger, Candy Lim, and budget airline Scoot.
Candy posted a photo of her actual in-flight meal alongside the menu, which shows a much more appetising image of the food.
Candy lamented that the actual meal looked nothing like the photo, and that she had paid $18 for it.
Scoot responded by saying, "Hi Candy, we're sorry that our food in person looks nothing like it did in picture. You know what they say.... #Selfies always look better."
This response, however, did nothing to ease the situation, and actually made things worse.
The response annoyed most netizens, who said that the attempt at humour fell flat.
They also added that the complaint itself was not properly addressed in the response.
Others, however, took a different view of things.
They pointed out that budget airline meals were pre-packed, meaning the likelihood of it looking picture-perfect would be low.