Let’s face it, our world is social. We want a response, and we want it now. Calling customer service and being put on hold is unacceptable. I’ll tweet my problem, and you need to message me — and don’t make me wait.
So how are companies offering this on-demand customer experience?
Let’s look at who’s doing it right:
I recently went to a McDonald’s drive-thru where I waited ten minutes for a medium fry and cheeseburger. Ridiculous, right? I checked into Foursquare, with a comment of ‘Slowest McDonald’s ever’. Within ten minutes, I received a tweet from McDonald’s with a link to give them more information and a coupon for a free Extra Value Meal at my next visit.
What a great example of how a large, global company is still making their customers feel important, despite being one of millions of their consumers.
While you may not be like myself, and shop at Gap weekly, they are making style accessible at home. No time to stop into the store and get fashion advice for a weekend outing? No problem. Shoppers can follow them on Twitter, Instagram or Vine. Gap recognizes we’re crunched for time, and they’re capitalizing on their social channels. Wondering what to pair navy shorts with? Check out their outfit suggestions they are posting daily.
With over $12 billion being spent on online clothing shopping annually, Gap is making their voice heard online, offering that value-add, in-store styling experience on their social and digital channels.
Who’s doing it wrong?
I recently had all my bridesmaids order their dresses through David’s Bridal. It was a disaster from the beginning — with rude store employees, promises made to us that were not kept and the store manager calling me a liar. As all soon-to-be brides would be, I was appalled. I tweeted my anger, suggesting brides not go through David’s Bridal. I received a message back asking me to call their corporate customer service line. I called, got voicemail and instructions that I can only call between the hours of 9-5, Monday-Friday and my call will be returned in the order it was received. That was 2 months ago, and my problem is still not resolved.
Company brand images hinge on the users of their products. So tell us, which companies have you had good (or bad) experiences with?