The billboard reads: “Cell C. The most useless service provider in SA _Cell C Sandton City”.
The “irate” customer also blasted the company’s Sandton City franchise manager Riaan van Rooyen and an unnamed executive head for allegedly refusing to assist him/her.
READ MORE: Cell C complaint banner gets a makeover
Cell C said in a statement: “We can confirm that there is a dispute between Cell C and the customer responsible for the banner and we are attempting to resolve the matter.”
‘Billboard wars’ have been experienced in the city before.
Last year, the DA commissioned anti-e-toll billboards on the N3 and N1 highways, which poked fun at the African National Congress and its role in the e-tolling saga.
The billboards stated: “E-tolls. Proudly brought to you by the ANC.”
This inspired the #ProudlyBroughtByANC hashtag on Twitter.
Users had said Nkandla, Marikana massacre, shopping at Menlyn in a BMW, tenders, showers and an unaccountable government were some of the things that were #ProudlyBroughtByANC.
Meanwhile, the Cell C logo on the banner was in the process of being covered when The Citizen photographer Alaister Russel visited the site this morning.
Twitter users react to the Cell C banner:
— Richard (@rcgmobi) November 7, 2014
Let other South African brands take this billboard as an an example on how important monitoring customer service levels are! cell c #cellc
— David Tenowitz (@SocialDav) November 7, 2014
— Cool Dad (@Mastos_TM) November 6, 2014
@CellC You have an ANGRY client. They've placed a massive billboard on Beyers Naude telling how useless you guys are. Sort it out pls lol
— Thabiso Makhubela (@thabzy_m) November 6, 2014
— craig white (@craigwhitedj) November 7, 2014
How do you feel being hated from the poor (wo)man on Twitter to the rich (wo)man on Sandton billboards? @CellC
— Yoli (@aNameToCarry) November 7, 2014
— Omphemetse (@Moomz_phimi) November 7, 2014
— Brian Masuku (@masukunb) November 7, 2014