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case on social media

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Published by Vikas Dhir

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Published by: Vikas Dhir on Jan 28, 2013
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Using Social Media to Provide Customer Delight ®

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

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Because consumers have an expectation of a quick response over a social media channel. and then the executive services team works with the customer offline to resolve the issue. Address online complaints immediately Quick responses can also be crucial to managing brand reputation when a customer is very ® upset. First. Example Facebook comment in response to potential customer question: 2. ® Safelite AutoGlass makes an effort to respond in real-time. Safelite AutoGlass quickly acknowledges and answers the comment. 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. This is normally done through email. Safelite AutoGlass ® Page 2 . Using Social Media to Provide Customer Delight. 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. Just as with responding to positive comments.

Ask advocates to share positive feedback online Today’s social media programs make it simple to ask for a public recommendation. Safelite AutoGlass has been able to garner more than 15. 3. for instance. manage user-generated reviews while brand-advocacy programs allow businesses to be more proactive in asking for online testimonials. review sites and blogs).0 within a one-month time period.000 positive online testimonials and increase average star ratings on various sites from 2. Twitter. ® Using Social Media to Provide Customer Delight. These testimonials weave into the company website and Facebook page. Sites like Yelp. because customers can amplify and publicize their complaints through multiple avenues (Facebook. Safelite AutoGlass ® Page 3 . Finally. the social media strategist will reach out to operations to share any opportunities for improving the customer experience.Timeliness is of the essence in resolving customer service complaints. if the situation warrants. 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.4 to 4.

as well as posting pertinent information from other experts in the field. Employees are also free to post their thoughts on the social media pages. but ® Safelite AutoGlass also paints a picture of the culture and “human” voice of the company through posts and multimedia.4. Example of “behind the scenes” post about employees: 5. Consumers can get a glimpse of what goes on behind the scenes with employee events through pictures and videos. 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. information and interviews. Example of Safelite producing content as expert source in industry ® Using Social Media to Provide Customer Delight. Safelite AutoGlass often posts links to our newsletters. Safelite AutoGlass ® Page 4 . Humanize the brand Not only do customers get responses to their customer service issues through social media.

Rather. property and casualty ® insurance companies. ® ® Using Social Media to Provide Customer Delight. Safelite is also the nation’s largest exclusively domestic producer of windshields for the vehicle glass replacement market. including 18 of the top 30 U. Design a proactive editorial calendar to deliver fresh content frequently.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 is important to remember that this medium is about communities of individual people contributing to a greater good. For more information. Ohio-based company employs nearly 10. Safelite provides property and casualty claims management services to more than 100 insurance and fleet clients. it doesn’t work to simply set up your social media pages and let them sit stagnant. In addition. Safelite AutoGlass ® Page 5 . The Columbus. but we do our best to find out as quickly and accurately as possible. Instead of trying to push the product or a stance on certain topics. A Safelite operates three national contact centers and manages a network of nearly 9. the company operates a team of repair specialists that are dedicated to delivering the highest-quality windshield chip and crack repairs in the industry.S. Appoint an employee or department to manage them daily.000 people across the United States and served more than 4. A canned response is never as good as something sincere and conversational. However. In addition to replacement services. population in all 50 states.com. is the nation’s leading provider of vehicle glass repair ® and replacement services. The retail vehicle glass division specializes in replacing all types of vehicle glass damage in all types of vehicles. it is a whole new opportunity to engage customers.S. Safelite provides mobile service to more than 95 percent of the U.4 million customers last year. -endAbout Safelite AutoGlass ® ® Safelite AutoGlass . founded in 1947. develop a streamlined process for addressing online feedback. And most importantly. In addition to nearly 400 stores.000 claim fulfillment providers. We may not have all the answers. This genuine nature adds to our credibility and aids in making us a trusted resource. visit Safelite.

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