How many times have you heard, “Customer service isn’t what it used to be”? Those saying this are only partly right. Customer service should still be managed the way it used to be. This is where the idea of it “not being what it used to be” comes in. Some businesses still expect customer complaints and questions to come in the traditional ways—through phone calls, emails, or as issues arise. They believe everything is fine because customers aren’t reaching out via phone, email, or in person. They need to rethink this, as more people are now voicing their complaints and requests on social media platforms like Twitter, Facebook, and Google+.

Let me give you an example of what customers can and will do.

I walked into Roscoe’s Neopolitan Pizzeria in Takoma Park, Maryland. At that moment, I had no plans to write about my experience there – nor did Jessica Rotem, the new General Manager. In fact, I didn’t plan on leaving Roscoe’s without the pizza I meant to order either. That day, I walked out and thought I wouldn’t return, but as I passed by nearly every day, I kept thinking about what happened and felt they needed to know.

To quote Tony Shalhoub on the TV series, “Monk“, “This is how it happened:”

I wrote a review about my experience at Roscoe’s on Google Local.

Google Local Review written about my experience at Roscoe's Pizzeria.
Google Local Review written about my experience at Roscoe’s Pizzeria.

Realizing that a lot of businesses may not pay attention to the online reviews, I also tweeted this review to Roscoe’s Twitter handle, saying, “@ROSCOEStKpK wish I could say I had a great experience. I was looking forward to your pizza. My review is here >> https://plus.google.com/+RomonaFoster/reviews“.

Initial complaint tweeted to @ROSCOEStKpK.
Initial complaint tweeted to @ROSCOEStKpK.

Much to my surprise, within 22 minutes, I received a response from @ROSCOEStKpK: “@AdTechConsults So sorry that was your experience! Sounds totally out of character for us. We will follow up with our staff and get back.”

Roscoe's Pizzeria tweeted an apology for the bad experience.
Roscoe’s Pizzeria tweeted an apology for the bad experience.

This began a dialogue that led to an apology and a resolution, which led to a customer willing to give Roscoe’s Pizzeria another chance.

Twitter dialogue between Roscoe’s Pizzeria and myself.

I was asked by email to go back to Roscoe’s to meet Jessica, who is not only their General Manager, but she is also the face behind the Twitter handle. Along with the apology came a free pizza and a sincere “thanks for letting us know that this occurred.”

Roscoe’s Neopolitan Pizzeria is getting it right – using social media for great customer service.

{“Excellent customer service is more than what you say or do for your customers. It also means giving customers a chance to make their feelings known.” ~ Entrepreneur.com}

Roscoe's Neopolitan Pizzeria in Takoma Park, MD engages with customers by using social media. [Photo: Courtesy of Profile Artist Moye www.profileartismoye.com]
Roscoe’s Neopolitan Pizzeria in Takoma Park, MD engages with customers by using social media. [Photo: Courtesy of Profile Artist Moye www.profileartismoye.com]
Here is how you too can use social media to handle customer complaints and inquiries from “Guide to Social Customer Care on Twitter” by Sprout Social:
  • Respond – Don’t keep customers waiting. [Social Media are] real-time networks so respond quickly.
  • Show Personality – Strive for a genuine and approachable communication style.
  • Interact – Reply, Retweet, favorite and thank your most loyal customers.

Sprout Social also says, “It is important to strike a balance between social engagement and customer care by understanding that they are, in many ways, one in the same: a continual communication cycle that promotes your brand’s health in the social channel.” They give us more tips here:

Through Engagement:

  • Spark Conversations – Two-way engagement establishes [Social Media] as channels where customers can communicate with your brand.
  • Brand Stories – Market and share content and start branded dialogues with customers.
  • Actively Respond – Customers utilize social for both positive and negative conversations.

… and

Through Customer Care:

  • Execute Social Care – Answer Questions and address other customer service issues.
  • Build Your Reputation – Positive customer care experiences drive positive brand engagement.

For a list of Companies that Get IT Right check out this post “Use Twitter to Show Customers You Care!” by Web Success Team … and, with a smile on my face, I add Roscoe’s Neopolitan Pizzeria to this list.

How are you using social media to handle customer complaints and requests? Let us know how you are handling online feedback. Share your experiences in the comments below.