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Monday, 22 November 2010 15:10 |
 Social Media: Well done to The White Company
Well done to The White Company for using the public website Feefo for independent customer feedback, and for such impressive use of social media to communicate both with an individual shopper and with the wider shopping public.
The experience
Items bought from the White Company: A tunic, jumper and dress.
They arrived within the expected window, were well wrapped, and answered the description, apart from the tunic, which was rather thin for a winter top.
What happened next
The shopper was asked to click on a link sent via email to Feefo to say what the shopping experience had been like.
Shopper made some comments and thought no more about it.
The White Company response
An email was received by the shopper from Feefo and the White Company which said the following:
Dear MS (name)
You wrote:
Service rating: Overall good, but why do you only sell trousers in one length? What about tall women?
Why are so many clothing items on your website sold out? Why don't you update the site more often and take off the sold out items? Wouldn't you sell more that way?
Product: Material quite thin for a winter tunic
The White Company has left this comment in response to you:
Product: Thank you for taking the time to leave us your comments.
I am delighted that we were able to discuss your feedback further today and it is wonderful to hear that you enjoyed your recent shopping experience with The White Company. Even though it is disappointing to that you were not completely satisfied with all the items I am pleased that you do enjoy shopping with us.
Meanwhile, if we can be of any further assistance please do not hesitate to contact us.
francesca
You now have three choices:
1. Contact The White Company directly
2. Continue the discussion (and modify your rating) by following this link Reply on the public website.
3. Nothing - my concerns have been addressed.
Telephone Call
In addition, a customer service person called the shopper by mobile phone to discuss the issues in person and to say what was being done to address them.
Reaction from shopper:
“Wow! An extremely powerful example of how Social Media can be used to communicate with shoppers and keep them onside, learn from their comments, and also increase their loyalty.
“In a wider context, other shoppers will browse Feefo and see what real people are saying about the White Company and how their concerns are being addressed. All together very impressive, and if they manage to keep it up, a huge differentiator in a crowded market.”
Only disappointment:
One of the comments (about the thin material of the tunic) had been missed off the Feefo site list of feedback for the White Company.
Does this mean that some of the comments are being edited out? If so by whom? This is the sort of thing that gets Tweeted, and then the whole impressive process can end up by being negative for the company rather than positive.
The Lesson:
If you are going to be honest, transparent and open, then there can be no secrets and no editing. |
Positive impact of the feedback huddle