This international retailer receives more than 14 million social media mentions a year. The reality is not all of the mentions require a response from the brand. For example, some customers simply tweet about having visited the store. The business challenge comes down to limited resources. With such large volume, how do you filter through the noise to find the actionable posts?
Part of the volume stems from 6,000+ local store pages, where customers are demanding an answer to their question or a resolution to their poor shopping experience. The client wants their customers’ experience on Facebook to mirror the friendliness of their neighborhood store.
The client needs to minimize negative sentiment and social media incidents that can negatively affect the company’s online reputation.
Traditional social media efforts are fragmented across brand teams, and customer care issues are not typically optimized for resolution. Other brands will simply send the customer to an 800 number or an online form, causing a high-effort and negative customer experience.