In February, Desk.com’s SVP of Marketing Matt Trifiro gave a talk at the inaugural of Social Biz Atlanta, created by social CRM thought leader and analyst Brent Leary. Matt spoke about The Velocity of Customer Service in the Social Age.
Matt illustrated his presentation with some intriguing customer stories that have lessons for all businesses, especially small businesses. Two of Desk.com’s customers–Bonobos (an online retailer) and Bolocos (a chain of burrito restaurants near Boston) have made customer service on social channels an integral part of their business strategy.
Bonobos initiated a strong presence on social channels about a year ago, and has seen customer request numbers go up by 20%, with 30% of all requests are coming in via social channels. Engagement is way up, and satisfaction with the brand is, too.
Boloco, a very forward-thinking burrito company with 19 restaurants in the Northeast, has a strong goal to provide exceptional customer experiences. But it’s what happened when a customer double-parked to claim her free burrito in a co-sponsored Desk.com/Boloco promotion that so clearly demonstrates the power social can have over a brand. What Boloco did with the news that their double-parked patron had gotten a $55 parking ticket is a lesson for every small business. And the good publicity that came as a result is …. priceless! Watch the video to see what happened.
Bottom line: the new customer is adopting new technology and has high expectations for companies who want their business. There’s a good case for over-servicing them on every channel. Matt’s message is cautionary and entertaining: it’s all about velocity.
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