By using this site, you agree to the Privacy Policy and Terms of Use.
Accept
SmartData Collective
  • Analytics
    AnalyticsShow More
    data science anayst
    Growing Demand for Data Science & Data Analyst Roles
    6 Min Read
    predictive analytics in dropshipping
    Predictive Analytics Helps New Dropshipping Businesses Thrive
    12 Min Read
    data-driven approach in healthcare
    The Importance of Data-Driven Approaches to Improving Healthcare in Rural Areas
    6 Min Read
    analytics for tax compliance
    Analytics Changes the Calculus of Business Tax Compliance
    8 Min Read
    big data analytics in gaming
    The Role of Big Data Analytics in Gaming
    10 Min Read
  • Big Data
  • BI
  • Exclusive
  • IT
  • Marketing
  • Software
Search
© 2008-23 SmartData Collective. All Rights Reserved.
Reading: How a Free Burrito Turned into A $55 Parking Ticket and a Great Customer Experience
Share
Notification Show More
Latest News
ai in automotive industry
AI Is Changing the Automotive Industry Forever
Artificial Intelligence
SMEs Use AI-Driven Financial Software for Greater Efficiency
Artificial Intelligence
data security in big data age
6 Reasons to Boost Data Security Plan in the Age of Big Data
Big Data
data science anayst
Growing Demand for Data Science & Data Analyst Roles
Data Science
ai software development
Key Strategies to Develop AI Software Cost-Effectively
Artificial Intelligence
Aa
SmartData Collective
Aa
Search
  • About
  • Help
  • Privacy
Follow US
© 2008-23 SmartData Collective. All Rights Reserved.
SmartData Collective > Data Management > Best Practices > How a Free Burrito Turned into A $55 Parking Ticket and a Great Customer Experience
Best PracticesCRMCulture/LeadershipPolicy and Governance

How a Free Burrito Turned into A $55 Parking Ticket and a Great Customer Experience

BrentLeary
Last updated: 2012/04/23 at 5:51 PM
BrentLeary
6 Min Read
SHARE

It’s hard trying to keep up in the Age of Acceleration.  Everything is sped up.  Everything is enhanced.  Everything is scaled up.  And while it’s probably not the case that everything has accelerated (but I still can’t think of anything that hasn’t),  one thing that has definitely sped up, enhanced and scaled up is customer activities, behaviors and – most importantly – their expectations.

It’s hard trying to keep up in the Age of Acceleration.  Everything is sped up.  Everything is enhanced.  Everything is scaled up.  And while it’s probably not the case that everything has accelerated (but I still can’t think of anything that hasn’t),  one thing that has definitely sped up, enhanced and scaled up is customer activities, behaviors and – most importantly – their expectations.

What may satisfy them today probably won’t satisfy them tonight.  Like how we’re used to getting free shipping when we buy stuff online, so now we’re starting to expect free shipping if we need to return items too– mark my words come next Christmas (if there is a next Christmas and the Mayans were wrong) free returns are going to be a big selling point!

More Read

benefits of ai in customer service

Problems Solved with AI And Machine Learning in Customer Service

The Growing Importance Of Data Collection For Customer Service
Big Data Leads To An Impressive Array of Chatbots In Customer Service
Predictive Analytics Reveals Secrets To Boosting Customer Loyalty
Is Big Data Important In Your Social Media Customer Service Strategy?

In the Age of Acceleration, many focus on the impact of speed on getting the attention (and money) of potential customers.  And you can’t blame for that, as 35-50% of sales go to the vendors who respond first to inquiries, according to InsideSales.com.  But where the focus on acceleration may have the most immediate impact is on customer service.

At the inaugural Social Biz Atlanta event in February, Desk.com’s SVP of Marketing Matt Trifiro did a great presentation called The Velocity of Customer Service in the Social Age.   Here are a few great nuggets he shared that really drive things home:

  • A customer who complains and has his/her issues resolved most likely will continue to buy from you.  One who complains and doesn’t have their issue resolved most likely won’t
  • Only 50% of customers will complain.  What do you do about the other half who never complain, but just go away after a bad experience?
  • 70% of customer service requests made via Twitter go unanswered
  • Providing service over social channels will increase the likelihood of reaching those customers who wouldn’t complain via the phone, which helps you keep them longer if you resolve their issue
  • In this high velocity world a dollar today is worth 12x what it is a year from now.
  • Engaging with your customers sooner and faster will yield larger revenue to your business.

These numbers and information was great, but Matt also offered up a few examples to drive the point home.  Bonobos – an online retailer and Desk.com customer – said they made the move to provide customer service over social channels about a year and half ago, and saw their overall customer request numbers go up by 20%.  They also say that 30% of all requests are coming via social channels.  So more requests overall, and a significant portion coming from social hammers the points Matt identified. 

Matt also highlighted Boloco (not to be confused with Bonobos…) , a retail chain of burrito restaurants up in Boston.  Their stated goal is to “over-service” their customers in order to provide exceptional customer experiences.  This was illustrated when they did a promo to give away 1000 burritos to the first takers.  One young lady wanted one of those free burritos so badly that she double-parked her car to try and quickly run in and get one.  The good news was she did snag a free burrito – the bad news is that free burrito ended up costing her a $55 parking ticket.  And when she tweeted about it, and a couple of friends responded to her tweet with a few of their own, the CEO of Boloco jumped in and said he’d pick up the tab for the parking ticket. 

It was because of the over-service philosophy that he (and the rest of his company) were listening on social channels to provide those exceptional experiences.  And because of his actions he gained a number of happy folks on Twitter to share the story – not to mention the five local media outlets who picked it up as well.

The bottom line in the stories and other information Matt shared is that it’s important to keep up with the social customer – who’s adopting and adapting to technology in an continuously quickening pace.  And in order to do that, you have to be committed to this philosophy of over-servicing them….by all means (and channels) necessary.  And be ready to run because what works now may not be enough in the not too distant future in the Age of Acceleration.

 

Check out the video of Matt’s presentation here:

Matt Trifiro – The Speed of Customer Service in the Social Age from Brent Leary.

 

TAGGED: customer service
BrentLeary April 23, 2012
Share this Article
Facebook Twitter Pinterest LinkedIn
Share

Follow us on Facebook

Latest News

ai in automotive industry
AI Is Changing the Automotive Industry Forever
Artificial Intelligence
SMEs Use AI-Driven Financial Software for Greater Efficiency
Artificial Intelligence
data security in big data age
6 Reasons to Boost Data Security Plan in the Age of Big Data
Big Data
data science anayst
Growing Demand for Data Science & Data Analyst Roles
Data Science

Stay Connected

1.2k Followers Like
33.7k Followers Follow
222 Followers Pin

You Might also Like

benefits of ai in customer service
Machine Learning

Problems Solved with AI And Machine Learning in Customer Service

11 Min Read
data collection for customer experience
Big DataData CollectionExclusive

The Growing Importance Of Data Collection For Customer Service

5 Min Read
chatbots in customer service
Artificial IntelligenceExclusive

Big Data Leads To An Impressive Array of Chatbots In Customer Service

7 Min Read
secrets to boosting customer loyalty
AnalyticsExclusivePredictive Analytics

Predictive Analytics Reveals Secrets To Boosting Customer Loyalty

9 Min Read

SmartData Collective is one of the largest & trusted community covering technical content about Big Data, BI, Cloud, Analytics, Artificial Intelligence, IoT & more.

ai is improving the safety of cars
From Bolts to Bots: How AI Is Fortifying the Automotive Industry
Artificial Intelligence
ai in ecommerce
Artificial Intelligence for eCommerce: A Closer Look
Artificial Intelligence

Quick Link

  • About
  • Contact
  • Privacy
Follow US

© 2008-23 SmartData Collective. All Rights Reserved.

Removed from reading list

Undo
Go to mobile version
Welcome Back!

Sign in to your account

Lost your password?