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By Jennifer Kielmeyer, Safelite AutoGlass , Web and Emerging Technologies Strategic Marketing Manager
“If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the Internet, they can each tell 6,000 friends.” – Jeff Bezos, Founder, President, CEO, and Chairman of the board, Amazon.com
Technology has evolved the way that customers expect to communicate with companies. In
order to fill this expectation, companies need to be prepared to listen and engage with their customers in a variety of methods, particularly through social media. In March 2011, Accenture surveyed 1,000 U.S. consumers about in-home service experiences. The results indicated that customers are increasingly voicing their experiences with companies, both positive and negative, online through social outlets such as Facebook and Angie’s List. The results also indicate a high correlation between the respondents’ age and the likelihood to use social media to express complaints about service experiences. As much as 20 percent of those 35 and under are likely to use social media to share their stories, whereas older age groups tend to interact less.
Case Study: Safelite AutoGlass® Harnesses Social Media for Customer Service
As customers are increasingly vocal online, Safelite AutoGlass , the nation’s leading provider of vehicle glass repair and replacement services, makes it a priority to provide customer delight through this outlet and resolve service issues. While providing great service is the first step to delighting our customers, online interaction through social media outlets is a crucial way to build ® relationships and serve customers in different ways. As such, Safelite AutoGlass has had a ® social media strategy in place since 2008. Following are ways Safelite AutoGlass has successfully embraced its customers through social media. 1. Respond to customer sentiments in real-time Social media has provided a platform for consumers to quickly share their experience, and posting is most often prompted by either a great experience or a negative service issue. Safelite ® AutoGlass can track these sentiments through the platforms themselves and through specialty social media tracking tools, which can also give a snapshot of viewpoints about the company and common customer service issues to investigate.
Using Social Media to Provide Customer Delight, Safelite AutoGlass
Example Facebook comment in response to potential customer question: 2. This is normally done through email. a social media strategist will offer sympathy for the problem and start to offer solutions such as the contact information for our Customer Advocates or a service email address. Just as with responding to positive comments.Because consumers have an expectation of a quick response over a social media channel. Safelite AutoGlass quickly acknowledges and answers the comment. Using Social Media to Provide Customer Delight. ® Safelite AutoGlass makes an effort to respond in real-time. Address online complaints immediately Quick responses can also be crucial to managing brand reputation when a customer is very ® upset. and then the executive services team works with the customer offline to resolve the issue. Example response to negative sentiment A key step in the process is communicating with our executive services team (a customer advocate department) to notify them about issue. First. Safelite AutoGlass ® Page 2 .
Finally.Timeliness is of the essence in resolving customer service complaints. 3. Sites like Yelp. manage user-generated reviews while brand-advocacy programs allow businesses to be more proactive in asking for online testimonials. because customers can amplify and publicize their complaints through multiple avenues (Facebook. if the situation warrants. Safelite AutoGlass has been able to garner more than 15. Ask advocates to share positive feedback online Today’s social media programs make it simple to ask for a public recommendation. The social media strategist may also follow up with the customer via the respective social media channel to ensure that the situation was resolved to their satisfaction. ® Using Social Media to Provide Customer Delight. These testimonials weave into the company website and Facebook page. the social media strategist will reach out to operations to share any opportunities for improving the customer experience.000 positive online testimonials and increase average star ratings on various sites from 2. for instance.4 to 4. review sites and blogs). Twitter. Safelite AutoGlass ® Page 3 .0 within a one-month time period.
Example of Safelite producing content as expert source in industry ® Using Social Media to Provide Customer Delight. Establish yourself as an expert resource in your industry Customers also can look to the Safelite AutoGlass social media accounts for a great resource ® for information about vehicle glass repair and replacement industry. Example of “behind the scenes” post about employees: 5. Safelite AutoGlass often posts links to our newsletters. information and interviews. Humanize the brand Not only do customers get responses to their customer service issues through social media. but ® Safelite AutoGlass also paints a picture of the culture and “human” voice of the company through posts and multimedia. Employees are also free to post their thoughts on the social media pages.4. as well as posting pertinent information from other experts in the field. Consumers can get a glimpse of what goes on behind the scenes with employee events through pictures and videos. Safelite AutoGlass ® Page 4 .
The retail vehicle glass division specializes in replacing all types of vehicle glass damage in all types of vehicles. it is important to remember that this medium is about communities of individual people contributing to a greater good. develop a streamlined process for addressing online feedback. However.S. And most importantly. Safelite AutoGlass ® Page 5 . This genuine nature adds to our credibility and aids in making us a trusted resource. We may not have all the answers. Appoint an employee or department to manage them daily. Rather. Safelite provides property and casualty claims management services to more than 100 insurance and fleet clients. including 18 of the top 30 U. In addition to replacement services. is the nation’s leading provider of vehicle glass repair ® and replacement services. visit Safelite. population in all 50 states. Design a proactive editorial calendar to deliver fresh content frequently. A Safelite operates three national contact centers and manages a network of nearly 9. In addition. ® ® Using Social Media to Provide Customer Delight.Example of retweet of related industry information: 6. Be genuine Safelite AutoGlass strives to take the media out of social media. ® Make It Work for You Don’t see social media as a threat. it doesn’t work to simply set up your social media pages and let them sit stagnant.4 million customers last year. property and casualty ® insurance companies. Safelite provides mobile service to more than 95 percent of the U.000 claim fulfillment providers. founded in 1947.000 people across the United States and served more than 4. but we do our best to find out as quickly and accurately as possible. -endAbout Safelite AutoGlass ® ® Safelite AutoGlass . A canned response is never as good as something sincere and conversational. In addition to nearly 400 stores. For more information. the company operates a team of repair specialists that are dedicated to delivering the highest-quality windshield chip and crack repairs in the industry. Instead of trying to push the product or a stance on certain topics. it is a whole new opportunity to engage customers. Ohio-based company employs nearly 10.com. Safelite is also the nation’s largest exclusively domestic producer of windshields for the vehicle glass replacement market. The Columbus.S.
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