On Wednesday of last week, I made my usual morning stop at Dunkies (that’s what I call it) for my medium iced Hazelnut coffee. My first sip was awful. I’m a creature of habit and this gross coffee threw off my entire morning routine, thus ruining my entire day. I immediately knew what was wrong with it, though. They used a sugar substitute instead of real sugar. I despise sugar substitutes. I couldn’t even choke it down and pretend it wasn’t disgusting. Dramatic? Perhaps. But that’s just how I felt. I’m sure it was an honest mistake that the Dunkies employee made, but I was so annoyed. So, I took to Twitter to complain.
I responded. A few hours later, I received a voicemail from their corporate office, providing me with my case number. I was already shocked that they responded to me, I was even more shocked that my tweet turned into a “case.” So, I called back and spoke with a very lovely representative, Lina. I gave Lina all the details she requested. I let her know that I was just complaining and that I didn’t want to get anyone in trouble. She assured me I wasn’t going to get anyone in trouble and they simply wanted my feedback to pass along to the store manager, in an effort to improve store performance and service. Lina then informed me she was going to send me a little something to thank me for my feedback.
I was (and still am) impressed. That’s some damn good customer service. Special shout out to my girl, Lina!
I offer this story to you as an example of how social media, specifically Twitter, can be used as a customer service platform. It can be a serious asset if you understand how to use it appropriately. It allows brands to provide instant support to its customers, it can help build a more positive image and it offers a more personal interaction for your customers. Best of all, it’s free!
There are a few brands out there that use Twitter as a customer service platform. JetBlue and Starbucks are the first that come to my mind, after Dunkin’ Donuts of course.
Now, let’s hear it for the girls! More specifically: The 25 Women Who Rock Social Media in 2011.
In similar news, this post from Verndale offers up some facts, tips and strategies for creating a more personal customer interaction with your brand, like harnessing the power of tools such as Twitter.
It’s not as simple and just creating a Twitter account and posting some tweets. It’s important to have a strategy. This post from Blue Kite Marketing asks readers, “Do you have a strategy or are you simply ‘doing’ social media?” The point I take away from this post is that you need to have a very clear picture of what you want to get out of social media before you can dive into the nitty-gritty of tactics.
Lastly, I would like to congratulate the Boston Bruins on their Stanley Cup victory. On Thursday, the ideaLaunch team had the pleasure of watching some of the Bruins players walk the Stanley Cup through the neighborhood on their way to Tia’s on the Waterfront. The entire office was giddy with excitement. Here’s a very amateur video I took to document this awesome occasion.