Visible Intelligence Successes in Social Servicing
The following success stories illustrate multiple ways you can use our social media monitoring and analytics platform, Visible Intelligence® to improve or enhance your customer service efforts.
Customer Satisfaction
Your customers are old school. They pick up the phone. They write you a letter. If they’re upset, maybe they talk to the store manager. Right? Well, not so fast. One major retailer found out—to their surprise—that people who couldn’t get satisfaction on the phone or in email were turning to social media to vent.
The retailer knew they had customer service problems, and they wanted to find out what was being said in online communities. Working with Visible®, they benchmarked customer service, brand, and brand image, and compared those findings to how competitors were doing. Not only did they find out that the customer service sentiment was overwhelmingly negative, but they heard that people were passionate—and they had already tried every other medium to get through to the company. That’s right: people were calling, emailing, and writing letters. When none of that worked, they were totally frustrated and turned to social media to complain. The company was able to confirm that over 25% of people complaining online were also in the customer management system.
This was a problem, but also a great opportunity. Now the company understands more fully why their customers are unhappy. They’re using social media to re-engage with customers. And that is bringing people back into the stores.
Customer Service
A FedEx customer tweeted that she was anxiously waiting for a package. It wasn’t that the package was late, or that anything was wrong, but she was eagerly awaiting its arrival.
Using Visible tools, a FedEx customer service agent noticed the post and used Twitter to stay in contact with the customer. The customer service rep not only found the package, but let the customer know when it would arrive. The author was so excited that she shared the news with her 88,000 Twitter followers, and the message was retweeted to another 20,000 followers.
The result: one happy customer and lots of goodwill.
With Visible, you can reach out to customers where they are. You don’t need to wait for them to come to you.
Rapid Response
It’s like an online map. Sometimes you zoom out and look at a city or even a whole country. Other times, you zoom way in and look at a neighborhood, or even a specific address. Maybe you can see a picture of the restaurant where you’re going for dinner. Maybe you read reviews.
When FedEx works with Visible, they’re not looking at maps—at least not maps of the physical world. But sometimes they want to zoom out to look at the big picture. For example, they might want to hear general comments about the broad reactions to a recent campaign.
Other times, they zoom in and respond to particular people or concerns. Like the blogger who had a bad experience at FedEx Kinko’s and swore he’d never go back. And he posted a video about his experience. A FedEx customer service rep, using Visible tools, saw the post and responded quickly. She thanked him for his business, apologized for the bad experience, and asked for permission to use the video in FedEx training. The blogger was so impressed that he tweeted about the response and then posted another video saying that they’d retained a customer.
Of course, if you zoom back out, you can see how all of those individual experiences of excellent customer service, online and off, help maintain a healthy brand. And, using Visible, FedEx can monitor that too.