In my old age, I have become such a customer service curmudgeon. When a product disappoints me, I want to share this information with the company. In some cases, it might be just an outlet for my disappointment - or could be that I want an action to take place. In the past, I would send off a letter addressed to the company president, then wait to see if anything happens. Today - there is often a better way. Social Media.
In a previous blog entry, I discussed brands that made it easy for their consumer fans to reach out; and one that was not as interactive. In future articles, I will discuss sites that succeed or fail in this regard. One success story is State Farm Insurance.
In an Social Media Examiner interview with Kelly Thul, Director of Communication Services at State Farm Insurance, Kelly discussed how they leverage social media for both employee's and customers. The one big take away for me - was that they use their social media platforms to "listen". Simple concept - to listen to your customers. And naturally, to respond back as well. In this example, lifted from the State Farm Insurance Facebook Fan page, a customer is clearly unhappy; and has received an immediate response. Whether they can help is not the issue; that they listened and responded is key. Key to maintaining and preserving their brand and customer base.
Comment in with any examples of the good, bad or ugly use of social media by major brands.