Every customer interaction is an opportunity to not just make a customer happy but to create a moment worth talking about. Kick your usual standardized processes around customer engagement to the curb and get creative! When you surprise and delight customers, they can’t help but talk about it. The folks at Dell understand this and recently shared their #DellLoves program with me.
Susie Gidseg, Global Social Media Manager for Dell, explained that the company started creating short, personalized videos to thank customers for their comments about Dell products on Twitter, blogs, and other social media properties. No two videos are alike. Recipients are always mentioned by name or Twitter handle. The idea here is that a great customer experience extends beyond the product itself. The #DellLove program started with a small group of people in Dell’s Social Outreach Services team with the simple but important act of reaching out to satisfied customers and thanking them. Susie told me: “As you can imagine, we surprised and delighted many of our customers with our videos as they weren’t anticipating the direct response (let alone video) from our team. The videos also helped place a face on the social team here at Dell, making that more personal connection. With the successful pilot of this program, we then set out to increase views and reach more of our customers on Twitter, taking the program to the next level.”
Here’s an example of #DellLove outreach to a customer:
Now, the #DellLove series is taped weekly by a small group of volunteers who film the personalized videos, not only thanking customers but speaking about Dell products, sharing tips and tricks for a great experience, etc. The videos have led to an increase in positive sentiment, a high percentage of RT’s and Replies, and an average reach of 6-7 million per month. Since #DellLove started in 2012, the team has filmed over 500 thank you videos. They’ve also started sending out postcards and #DellLove t-shirts to especially excited fans. Says Susie, “Through the program, customers are able to share their #DellLove with the world and we’re able to send that love right back to them.”
Warby Parker, the online eyeglass retailer, is using this same outreach technique to surprise and delight customers who ask them customer service questions on Twitter. The company found it difficult to answer complicated questions, such as those about prescriptions, given Twitter’s 140-character limit. In order to give customers a substantive response, the company’s social media team shot videos of themselves answering questions, uploaded the videos to YouTube and replyed to customer’s tweets with a link to the video. The company found that customer service tweets that included a video were retweeted 65 times more than other tweets from the company. “Customers were so blown away that we are going to these lengths to meet their needs that they tweet about it and tell dozens of other people,” Warby Parker co-founder Dave Gilboa told Jordy Leiser of StellaService.