Social Customer Service Makes Money
May 17, 2012
At this point, we all know that people form attachments to certain brands. Take me, for example: I’ve been a Ray-Bans loyalist for years (though, not because of my decidedly hipster music habits). But, it was time for a change.
Introduce Warby Parker, their Home Try-On (HTO) program, and their awesome customer service through social.
I stumbled onto the website after hearing friends talk about their stylish frames on the cheap, and was instantly sold on the HTO. I tweeted about the amazingness of it after opting in, and within minutes, @warbyparker was on the scene. They wished me luck finding my glasses, and invited me to tweet pictures for advice and suggestions from the team. They didn’t offer up a hard sell; they instead won me over with their personal, attentive approach.
Unfortunately, the first batch didn’t work, but I was so impressed with my initial experience, I went in for a second round. Again, their Facebook and Twitter advisors were there to guide me and make suggestions, despite the fact that I had picked yet another unsuccessful box – I’m still working on that whole, “What shape is my face?” thing.
So, why did I even bother coming back for a third?
- They were attentive to my needs & gave me personalized feedback
- They were easy to contact & were always available
- They had a personality that I related to & seemed like more than just a corporate voice
Oh, and because they really do have stylish frames on the cheap.
A month later, I’m very excited to order my Warbys. The dollars they’ve thrown at a good digital customer service strategy have now turned into a sale, word-of-mouth referrals to my network, and some free publicity from this post. So, when it comes to customer service, don’t skimp on digital – that’s where your customers are, and a little relationship building will go a long way.