A few weeks back, while patronizing a popular mall shoe store, I grew impatient watching three teenage clerks texting away while several customers waited for assistance. After 10 minutes, a group of us walked out, and I tweeted my exasperation to no one in particular.
Not long after, I found an amazing deal on a popular Chardonnay at a local grocery chain and was compelled to tweet my friends (real and online) about it.
Imagine my surprise when just hours after each tweet, I got direct messages from each company–one offering to fix the problem and the other essentially thanking me for the free PR.
At first, I was alarmed at the “eavesdropping”. Sure, I knew my tweets were public, but I never believed people actually read them! To find out that these companies not only sought out mentions of themselves but actually had instant access to me seemed a bit clandestine. Yes, I provoked this. I provided the link back to my inbox. But I was nonetheless startled-especially by the company I had complained about–as if I had been caught with my hand in the cookie jar. What else were they watching me do online?
Still, I have to hand it to them. They know that their reputation can live and die via internet wildfire. They realize that Twitter is the most direct “personal” connection outside their store that they can create with their customers. And most importantly, they appreciate that the real value of Twitter comes in the form of a two-way street.
Companies known for spectacular ”old school” customer service such as Jet Blue and Zappos.com use Twitter to listen and respond to their customers. Good corporate Tweeters don’t “proselytize,” rather look to form relationships with the public. Answering complaints and recognizing praise are simple ways to reach out.
“Sorry to hear about your experience. What store were you in?” wrote the shoe company rep. The next day, a substantial coupon appeared in my e-mail inbox with the following note. “I hope you give us a 2nd chance to prove that we care.” You bet!
Tags: Customer Service, social media, tweets, Twitter
