How many times have you heard this, “Customer service is not what it used to be”? Those that are saying these words are speaking the half-truth. Customer service should still be handled in the same manner in which “it used to be” handled. Here is where it “is not what it used to be” comes in. Some businesses are still expecting all customer complaints and inquiries to come in the traditional manner – via phone call, email or as the incident occurs. These businesses think things are going well because customers are not complaining or making inquiries over the telephone, through email or in person. Well, they should think again as more and more people are taking their complaints to and making their requests on the various social media platforms, such as 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 the time, I did not expect to be writing about my experience there – and neither did Jessica Rotem, Roscoe’s new General Manager. In fact, I didn’t expect to walk out of Roscoe’s without the pizza I intended to get either. On that day, I left and decided I just wouldn’t go back, but as I walked by there almost every day I would think about what happened and decided 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.