58% of people who have tweeted about a bad experience never received a response from the offending company. It’s an astounding statistic given the fact that customers who engage with brands online report spending 20% to 40% more on that company’s products. Based on these stats, it seems natural that most companies should have considered optimizing customer moments on social channels to build loyalty, developing brand advocates, and ultimately driving more sales. Yet despite the buzz, few businesses today are equipped with the strategy and tactics to make their customer service social. One of the few brands that has succeeded in taming social customer service is Vodafone.
How Vodafone went from Social Media Oversight to Customer Obsession
Vodafone is the world’s leading mobile telecommunications company. Their Australian division provides 3G coverage to 94% of Australians. Back in 2010, Vodafone’s Australian customers began experiencing major network outages and difficulties accessing voice and data. Consumers took to social networks and other digital media to voice their concerns.
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