I’m impressed by companies that give good customer service. There doesn’t seem to be a rhyme or reason to it: you see chains that have a reputation for superior customer service, and mom and pops that act as though they are doing a favor by being open. At the end of the day, it comes down to the culture of the organization, rather than size.
Social media has helped a lot more companies respond to their customers a lot more quickly. The other advantage, I think, is that the companies are getting better insight not just to large complaints that can make or break a company, but little annoyances that probably wouldn’t change the relationship negatively. Social media allows companies to interact with individual customers, and on issues that they may not feel the need to escalate to them. I’ve experienced it many times myself.
The first time was a few years ago, when I was having trouble with my Kitchen-Aid stand mixer. I made some grumbling on twitter–not that I saw it as Kitchen-Aid’s fault, but just an issue had to deal with. Within half an hour, I got a message from their twitter account asking for details. This lead to a phone conversation, which helped pin down what I was doing wrong. I don’t think I would have bothered to call on my own, and they wouldn’t have known there was an issue. But the fact that they could say “how can we help” definitely raised their esteem in my eyes.
This week, I had another incident. My disc-bound notebook is a blend of many companies’ products, thought the core is the Levenger Circa system. One Wednesday morning, I discovered the bottom-most disc had cracked in half. I have no clue how that happened, though I suspect it was somehow my fault. I noted that I’d need to go get a replacement, but, as is my way, griped about it on twitter.
Levenger noticed this, and inquired about it. I got the sense that it was a fairly uncommon occurrence. We exchanged a few messages, over the course of which they offered to replace the disc. By Friday afternoon, I had the replacement back in my notebook.
They certainly didn’t have to do that. They didn’t have to monitor twitter and respond to me. Any reasonable person could look at my broken disc and say that it was an accident that had nothing to do with Levenger. But the fact that they both monitor twitter, and were willing to replace my disc was definitely above and beyond the call, and makes me much more likely to do business with them in the future. I truly don’t think this would have come about in the absence of social media, and companies that know how to take advantage with it to interact with their customers on a one-on-one basis.