One enormous tenet of an ironclad marketing strategy is stellar customer service. But creating an engaging experience in a digital world can feel like a challenge, no matter how big or small your business might be. How can a brand authentically inject humanity into customer interactions through a screen?
Here are four brands that have successfully made themselves known for customer service in the digital marketing realm.
Chewy
If you own a pet, then you know that these furry (or maybe scaly!) friends are a vital part of your family. Chewy knows just how much its customers care about the health and happiness of their pets, and it shows. For an e-commerce-exclusive brand, Chewy’s compassionate customer service practices are a prime example of how to bring the feel of a neighborhood brick-and-mortar shop into the online world.
For years, stories have been popping up everywhere about how Chewy shows they care. From flowers and sympathy cards to acknowledge the passing of a beloved furry friend, to the creation of over 1,000 custom free pet portraits each week, Chewy’s actions show that a caring touch can go a long way in creating a consistent, positive customer service experience.
Southwest Airlines
It’s no secret that in a sky full of bad airline experiences, Southwest has broken through the stratosphere with its consistently amazing customer service. Whether in the air, or on the ground, customers have been reporting positive interactions with the brand for years now, but Southwest isn’t just making big impressions at the airport. The airline also has a wonderful reputation with interacting with its customers on social media as well.
One standout example surrounds a left behind bridesmaid dress back in 2019. While bridesmaid Taylor Sipes made it to Costa Rica for a destination wedding, she quickly realized that she had left one vital piece of clothing behind—her dress. She took to Twitter and sent a tweet to Southwest imploring them for help, and the customer service team jumped into action to get the dress to her on a flight the next day.
But that’s not all—Southwest took a stressful situation and turned it into an incredible branding opportunity by adding a hashtag (#rescuethedress) and tweeting updates until the dress made it safely to its destination.
Nike
As one of the biggest sports brands out there, Nike has spent decades building its empire, and when it comes to digital marketing, the company has utilized some great strategies. One key highlight is how Nike made Twitter work as a customer service hub with a designated account-- @NikeService. This makes it easy for customers to reach out with questions and concerns—and it gives Nike the opportunity to keep its audience in the loop as it solves issues that arise.
The company has also taken the time to brand this companion account clearly with a description that reads, in part, “Athletes helping athletes, 7 days a week.”
Starbucks
From its specialty drinks to its well-run rewards program, one of the most iconic coffee companies out there knows a thing or two about creating a memorable customer experience. The brand carries its commitment to customer service onto social media as well.
As with Nike, Starbucks’ designated @StarbucksCare Twitter account exists to serve. From answering questions and concerns to tweeting company news, @StarbucksCare has risen to the top as a prime example of strong brand communication and relationship-building by being “one sip away.”
Customers-First Approach
While these brands are big ones, companies of any size can incorporate their approaches to customer service in order to build experiences that keep customers coming back time and time again. Whether it’s through a touching gift or a prompt and personalized reply on social media, making the effort to humanize the customer service experience is something any company—including yours—can do.