There are many well-documented examples of companies using social media for customer service. From Comcast’s Frank Eliason as one of the first instances of big business using Twitter for customer service, to accounts like @DeltaAssist that monitor conversations on Twitter and respond to customers, to conferences like the Social Media for Customer Care Summit; using social media for customer service is no longer a novel idea, but a must for B2C companies.
Customers Expect Quick Responses on Social Media
Use Video to Answer FAQs
Many B2C companies have realized the importance of using social media to improve their customer service efforts, but Warby Parker – a startup eyewear company – has taken their customer service efforts a step further by using video.
My pair of Warby Parker glasses recently broke and before I ordered my new pair I tweeted to their @WarbyParkerHelp account to find out if they accepted vision insurance. I’m sure that if I went to their website and searched I could have found the answer. However, as it wasn’t an urgent question, a tweet was quicker than spending time paging through their website to find an answer my question.
Within an hour, I received a tweet back from the @WarbyParker account:
— Warby Parker (@WarbyParker) August 1, 2014
Instead of linking off to an FAQ page, they linked to a 30-second video that answered my question (spoiler: they don’t accept insurance, but they have a form to submit for reimbursement). Would it have been easier for Warby Parker to simply send me to their FAQ page or just reply back with the answer? Probably. Would either of those responses have led to me writing this blog post? Probably not. By taking time to shoot a series of simple videos answering some of their most frequently asked questions, Warby Parker is able to better engage current and potential customers.
This spring, Warby Parker’s CEO and co-founder, Neil Blumenthal, spoke at a Columbia Business School event and talked about the company and mentioned their strategy of answering questions with videos.
Can you think of some of the questions you get asked all the time about your company? Why not take a few hours and turn those into short videos?