Retailers are getting used to multichannel service today. Many of them are answering customer questions online using the same channels to respond to the original questions – for instance publishing answers and information on Facebook when questions originate from that channel.
But how can a brand cope with the diverse requirements of their customers and remain focused in the knowledge that everything they post on a social network is public?
What should the customer service team do? Of course they would respond using the same channel, but in this case the Argos team responded using a similar voice to the question:
“@BadManBugti Safe badman, we gettin sum more PS4 tings in wivin da next week y’get me. Soz bout da attitude, probz avin a bad day yo. ”
Bad Man was happy and replied with a “respect” message.
This is a great example of a customer service team trying hard to match both the channel and tone of voice so the customer is happy with the response, but clearly this can easily go wrong – and then be shared with millions.
There is a reason that most openly published messages on behalf of a brand are fairly bland, because the communications team wants to ensure they have control over the way the brand is seen, but as more and more customer contact goes online the customer service team will need to be trusted to get the message right – channel and style!
Have you seen a similar response by a UK retailer and did it work? Leave a comment on the blog here or message me on LinkedIn.
Photo by Ben and Rachel licensed under Creative Commons