New Delhi, Sept. 24 -- A customer-service exchange involving Lufthansa has clocked 14.7 million views on X in under 24 hours, turning a routine complaint over an unresolved payment into a public-facing issue for the German airline. The episode has also highlighted the risks companies face when customer-service conversations spill into social media.

The interaction began when a frustrated Lufthansa customer tagged the airline on X and asked it to "process Case C-999983-G1X8 IMMEDIATELY!" The customer was seeking an update on an approved payment that had not been credited to his account.

A Lufthansa customer service executive, identified as Flo, responded by pointing out that the airline had already addressed the customer's query through ...