Tuesday, June 20th, 2017 | 6 min read
“Do you want fries with that?”
This question used to be synonymous with customer service. It’s a simple way to improve the buyer’s experience and upsell another product. While this format may work for helping in-store customers, it won’t cut it on social media.
People now have the ability to share their experiences with millions of people across a range of social channels. And that means brands have to be there to listen to what they’re saying, join the conversation, and incorporate valuable feedback into their business.
In fact, customers demand it. According to Twitter, 60% of customers expect a response within an hour of reaching out to a brand. It’s much easier – and cheaper – to deliver that response on social media than to funnel it through a call center or email.
A few major food and beverage brands already understand this. As a result, they’ve emerged as leaders in social media customer service.
Here’s how they continue to deliver superior customer experiences.
The food ordering service, Seamless, lives up to its name by delivering real-time customer care on Twitter. How do they do it? With two important tools.
The first tool is its @Seamless_Care account. While Seamless often responds to customers through its main @Seamless handle, its dedicated care account lets customers contact the support team directly. It also allows Seamless to separate its customer service messages from its marketing messages. This way, the @Seamless account remains generally positive and promotional, with fun Tweets like this one:
Did you make it? We’re dying to know!
— Seamless (@Seamless) May 7, 2017
And over on the @Seamless_Care page, the brand handles issues with its second helpful tool: Twitter’s DM prompt feature. This lets Seamless invite users to “Send a private message” by simply clicking a link.
We’re sorry about that! Please DM us the order number with what was missing and we can help make this right for you! https://t.co/a04oimAwhW
— Seamless Care (@Seamless_Care) June 11, 2017
Customers can then continue the conversation quickly and easily – without having to look around for the Direct Message button.
Eighty percent or more of social customer service requests come through Twitter. So, what about that other 20%? You can’t leave those customers hanging – especially when their problems and concerns are out there for millions to see. That’s why Gatorade doesn’t just respond to people on Twitter; the brand also replies to questions and comments on Facebook and Instagram.
Take this recent Instagram post, for example. It includes positive comments, but it also prompted some questions and critiques from customers. Instead of just letting those users shout into the void, Gatorade proved that it was listening by providing answers.
The satisfied customers then shared Gatorade’s responses with their friends, tagging fellow Instagram users in follow-up comments. By being responsive and helpful, Gatorade increased its reach and grew brand affinity.
The brand takes the same approach on Facebook as well. The top four comments on this video, for instance, each include a custom response from Gatorade. On other posts, Gatorade even answered questions about its sponsorships, ingredients, and discontinued products.
Gatorade proves that if your customers are on certain social platforms, your brand should be, too. Otherwise, you risk missing out on important conversations and connections with your audience.
3. Chobani Follows up with Personalized Gifts
For Chobani, the conversation doesn’t end on social media. The yogurt company takes its interactions one step further by sending follow-up gifts to its customers. This isn’t just a form of damage control, either. Whether people are satisfied with the product or voicing a concern, Chobani’s marketers find opportunities to delight its customers.
This customer, for instance, ate a lot of peach Chobani yogurt after getting her wisdom teeth removed. She shared her love for the yogurt on Twitter, and Chobani followed up with a “Get Well” note.
We hope you heal quickly! In the meantime, DM us your address so we can send you a “Get Well” note.
— Chobani (@Chobani) June 10, 2017
By using this strategy, Chobani can nurture positive relationships and build loyalty among its audience. Just look at this customer, who proclaimed that she’s obsessed with the company’s coconut yogurt.
We’d love to help fuel the obsession! DM us your name and mailing address so we can!
— Chobani (@Chobani) June 9, 2017
The brand didn’t just Like the Tweet or reply, “Thanks!” It saw an opportunity to turn a happy customer into an even happier one through personalized interaction.
Serving Up Social Media Customer Service
“Do you want fries with that?” is just the start of delivering customer service. As these brands prove, marketers now have to be on call to respond to customers’ positive experiences, real-time issues, and specific questions.
That’s where social media comes in. By interacting with people on Twitter, Facebook, and Instagram, brands can strengthen relationships with new customers and build loyalty among long-time fans.
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