With the connectivity social networks provide, companies are engaging their communities with new tools, methods and attitudes. They’re able to gain a greater understanding of their customers while reacting to inquiries and feedback more quickly and efficiently. It’s a win for both sides.
Social media customer service has become a combination of troubleshooting, engagement and building community. Like traditional methods of customer service, some companies are better at it than others. Here are a few companies that have nailed their social media customer service:
Zappos
Online retailer Zappos.com has set the bar for social media customer service. Its approach focuses on making authentic connections via social networks rather than selling or promoting products.
Since meeting customer needs is the goal, Zappos staff will spend time to help a person find an item they don’t carry — even though they’re making no money off the sale. Still, it’s valuable in building customer appreciation and trust. CEO Tony Hsieh recognizes that the web gives everyone a voice — including Zappos customers — and what customers say on blogs and social networks can reach millions. That’s why Zappos treats every interaction as an opportunity not to make a sale, but to shed positive light on the brand.
Staff are encouraged to be transparent in their tweets, which helps make customers feel like they know them and can be comfortable reaching out. The interaction is authentic, leaving the customer satisfied and likely to tell others about the experience.
Pottery Barn
Pottery Barn is an interesting example of social media customer service because it shows that exceptional customer service online doesn’t always translate offline.
One customer, Jennifer Hellum, sought customer service after the glass top on her Pottery Barn table shattered in the extreme Arizona heat last summer. Calling the customer service line and the store where she bought the table didn’t get her anywhere. A few weeks later, she posted photos of the tabletop explosion on Pottery Barn’s Facebook fan page. Within 30 minutes she had a call from a customer relations representative who worked with her to find a new tabletop and reimbursed her for it.
Though the company engages customers best via Facebook, its YouTube channel does a good job of building community online. Video topics include how-tos for party planners, designer profiles and featured products. By giving advice about and telling the story behind products, Pottery Barn’s YouTube channel brings customers beyond the purchase — a proactive form of customer service.
Boingo
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Boingo understands the essence of all that social media customer service entails: technical support, customer engagement and community building. The Wi-Fi service connects with customers in all these ways on Facebook, Twitter, Flickr and LinkedIn.
On Twitter, representatives scan the web for mentions of the brand and reach out to customers with both positive and negative feedback. They’re quick to find people reporting technical issues and often offer to connect by e-mail. Kind words about the brand will often see a retweet or note of thanks in a sincere, non-corporate tone. Each of the three social media customer service representatives have their name and headshot on the @boingo profile page, adding to the transparency of their tweets.
Boingo’s Facebook Page is also a hub for responding to troubleshooting inquiries, but just like their Flickr and LinkedIn profiles, it helps to build community. While some posts are company or product updates from Boingo’s blog, representatives more often post relevant links, videos and discussion questions. Anything related to the Internet, technology or travel seems to be fair game for the Facebook wall, showing Boingo understands the interests of its community members and is using the space for more than drawing attention to its own brand.
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