Collective shift in the importance of social media in customer relations
This is a very recent phenomenon (at least for Quebec). Companies are really starting to open their eyes and are beginning to monitor social media, especially Twitter.
For several weeks now, companies like McDonalds, Videotron, Desjardins and Molson have been showing that they are watching social media. Not only that, but they’re intervening and connecting with their customer.
I’d like to say that there has been a collective shift in the importance of social media in customer relations, however, the companies placing an importance on social media are still too few to make that kind of generalization.
Let’s start with Videotron: They are monitoring conversations that mention their brand and they are contacting their customers by phone:
@NicolasRoberge Vidéotron vient de m’appeler suite à mes remarques sur Twitter. The Big V is listening
Their reaction time is excellent. However, we have to consider that the problem’s resolution was not made public. Therefore, the followers on Twitter will still be influenced (whether it be positive or negative) by the original post unless the client mentions the correspondence.
Note: Videotron’s twitter account is @illicoweb (Thanks to @WEBGIRRRL for the information)
Desjardins, via their Twitter account @mvtdesjardins also monitors social networks in order to improve their customer service. They survey conversations and they reply to comments or concerns relatively quickly. If a lengthy response is required, they will request your information through a direct message and contact you by phone. We have had the opportunity to try this service and we don’t have too much more to say: Fast reaction time and good problem solving.
Lastly, we will look at how Molson has adapted to monitoring social media. . Sylvain Martel told us about his experience a couple months ago in the recent article: Molson or the exact way a brand should monitor social networks
One Sunday afternoon in January, he tweeted that he had just tried Molson M and that he didn’t like it. Exactly 17 minutes later, the account @MolsonFK answered that everyone has different taste and assured him that they had a wide variety of beer where he would be able to find something he liked. This was a quick and intelligent reaction, especially for a Sunday afternoon.
The next day, with Sylvain’s permission, Molson contacted him by email and suggested that they send him a 6 pack of beer to thank him for his feedback. 24 hours later, Sylvain received the six pack at his office. This is a great example of monitoring and handling negative feedback on the web and within social media.
Instead of letting me unhappy with a Molson experience and may be losing me as a client, they converted me, and many of my friends, as Molson influencers.
I always appreciate that with every new day, there are signs of companies engaging in social media to better serve their clients, to advertise their services and to recruit…
Although there are few examples, they give us a good idea of where we’re going in terms of customer service.
Anne is VP Operations at Ebullition.
