The virtuous 'enjoy-advocate-buy' loop is key to building a strong and profitable brand. The good news is that in today's age of online reviews, converting customer satisfaction/enjoyment into customer advocacy has become easier.
Online customer service is the latest trick to improving customer satisfaction. It's importance is clear - Accenture found that customers ranked four aspects of a brand’s online behavior highest and these were all related to delivering good service online.
Here are some examples of brilliant 'social customer service'.
- Rewarding loyalty - Morton's delivers man steak at airport after he jokingly asks for one in a tweetBefore boarding his plane from Tampa to Newark, Peter Shankman jokingly asked Morton’s Steakhouse over Twitter if they could meet him with a porterhouse steak when he landed. Lo and behold, they did.Shankman is a frequent diner at Morton’s Steakhouse and they know him by name based on his mobile phone number, no matter which city he calls from to make a reservation. So that, plus his 100,000+ Twitter followers and job as a social media entrepreneur who writes about PR stunts probably had something to do with getting Morton’s attention. Still, a pretty awesome story. Pretty much any story that ends in steak is awesome.
- Resolving problems... quickly - GoDaddy uses Twitter to resolve customer complaint from South Korea!
- Interacting with customers - Michael Dell shares customer service improvement ideas on Google+
There is a huge opportunity to stand out and wow the customers using social media. But as service quality improves, customer expectations will rise... Who will stand out? It's a race to the top.
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