When Chipotle Mexican Grill tapped Joe Stupp to be Head of Social Media, the company chose the person with the most relevant experience possible. In fact, Joe was the restaurant manager of the very first Chipotle. Now nearly 1,800 restaurants strong, Chipotle still approaches social media in an unconventional style that is perhaps befitting a much smaller brand - with just a handful of people who know every facet of the business intimately, and who love talking with customers. They answer all sorts of questions, from the basic - "Where does your chicken come from?" - to the absurd - "What kind of toilet paper do you use in the bathroom?" - and all with a virtual smile. Or perhaps it's a wink?
- "We don't really view it as customer service, but more like we're just conversing with people."
- "Being response to our customers... just comes naturally to us."
- On social media response time: "We have zero goals around that...We do not track it. We do not keep an eye on it. It's just something that we do. "
- Advice to others: "People really have to be careful that they know their business inside and out."
As a reminder, brands featured on the Focus on Customer Service Podcast appear because of YOU the listener. To nominate a brand that has amazing customer service on social media, just use the hashtag #FOCS.
Here are the highlights of Episode 3 and where to find them:
(2:45) Joe's history at Chipotle, starting with the very first restaurant
(4:35) Chipotle's philosophy on customer service
(6:19) What kinds of questions does Chipotle receive on social media?
(7:10) The weirdest question Chipotle has received
(7:48) Where Joe's team sits in the organization
(9:32) How Chipotle achieves its "amazing" response time
(11:11) Questions about specific restaurants vs. brand questions
(13:53) One Twitter handle or two?
(15:53) Joe's advice to other companies starting a social customer service practice
(17:25) What's next for Chipotle's customer service
(20:05) What Joe likes to tweet about personally
Chipotle was nominated by Chad Mitchell during a recent #SMTLive webinar. Have you experienced awesome customer service on social media? If so, please nominate the brand by sending a tweet using the hashtag #FOCS!