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More and More Companies Joining the Social Customer Service Race

Marie Rose
By Marie Rose on Aug 1, 2012 2:28:00 PM

The number of big businesses that are turning to social media to conduct customer service is growing.

General Motors has attracted attention recently as one of the many companies that are now using social networks to answer their queries or complaints. GM has been using social media not only for one-way marketing, but to engage in conversation with their customers and to deliver exceptional social customer service. Whether it is to raise an issue about a local branch, or to ask a question about a certain automobile, the company strives to respond quickly to everything sent their way.

And General Motors is just one of the companies integrating social customer service as a standard offering to customers.

We’ve picked out a selection of companies who are making their mark as leading social customer service providers.

  • Zappos.com has an exceptional customer service team that respond to messages sent totheir Twitter handle, @Zappos_Service. Aside from answering every question and complaint sent their way, Zappos goes out of their way to make the social media experience personal. Customer service representatives put their faces on Twitter, so customers know who they’re talking to. The team shares photos and fun messages with their followers to build up good relationships. Zappos makes sure that their customer service is social in every respect.

  • Sephora makes great use of Facebook to answer customers’ queries. These are answered promptly and completely. Customers often get in touch to ask if Sephora carries a certain shade of eye shadow or nail polish - the social media team always goes above and beyond to direct the customer to the item they're searching for. In the case that Sephora doesn't carry the item, they will suggest alternative products to make sure they deliver satisfying replies.

  • Subway also provides excellent social customer service through their Twitter account, @SUBWAY. The social media team keeps their followers informed of any promotions that are going on - but they also make sure they thank all of their customers for mentioning their positive experiences with the sandwich brand, while still acknowledging and trying to remedy the negative experiences that customers have had.

  • Verizon Wireless has several Twitter handles, using @VZWSupport for their social customer service team. They use Twitter to assist customers with a whole range of mobile issues – anything from service problems to phone upgrades. Verizon Wireless will use direct messages to help their customers with issues that require more personal information, sucessfully keeping social customer service truly social through to resolution.

  • Virgin Atlantic has a very active Twitter handle, operated by a team of three customer service representatives, who sign their names to all posts from @VirginAtlantic to give each message a personal touch. Virgin Atlantic uses Twitter for outbound marketing, as well as customer service. The team respond to anything that’s fired at them, including complaints about delayed flights, frequent flyer members looking to claim back their miles and questions about baggage allowances Virgin Atlantic’s Twitter world is a very well balanced space.

Who do you think best delivers social customer service? We’d love to hear of more great examples, so share your experiences in the comments below.

Got any suggestions for what you’d like to hear from us? Send your thoughts to marie@conversocial.com or @conversocial. We’re always looking for new ideas.

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