Social media offers retailers a direct connection to consumers. When this connection is present, an open line of communication is formed between a business and their customers. Both can benefit from this relationship, but should there be lines drawn regarding what can appropriately occur on social media? Take assessing customer experience, for example.
Using social media for this purpose can have both pros and cons.
Pros of Using Social Media for Customer Experience Feedback
- Social media encourages individuals to be open and voice their opinions
- When one consumer voices an opinion in a public forum, others are apt to jump in
- Word of mouth created by consumers may cause businesses to share best practices
- Consumers can ask questions and reach out to consumers and get an assessment from real shoppers
- When negative experiences are shared, retailers have the opportunity to publicly resolve the issue
The retail mythology world loves to tell this story.
A women goes into Nordstrom to return snow tires and they take them back without a receipt. Right now, you are probably not questioning the “without a receipt” part. But you are probably scratching your head over the snow tire part.
I didn’t think Nordstrom sold snow tires
You are right, they don’t. But they took them back anyway.
Now, I’m not sure if the story is true or when it began, but this is pretty extraordinary. The snow tires and woman may be fictitious, but the return policy at Nordstrom is true. Stories like this make me feel comfortable that if anything goes wrong with anything I buy at Nordstrom, it will be taken care of without a hassle.
That is what I call service without boundaries. No doubt, it is good for business. But more often than not, these scenarios backfire because most store associates are not empowered to provide service without boundaries.
Mystery shopping seems like a dream job for many. Getting paid to shop – doesn’t get much better, does it?
There is some truth there, but only when you link up with the right mystery shopping company. You hear the bad press on businesses getting taken by the less than reputable mystery shopping firms; but it can happen to those that work for them as well. Before signing on the dotted line to become a mystery shopper, ask the company the following questions: