A "unique men's fashion destination" that was "born social," Jack Threads is a brand that understands the difference between customer service and true customer engagement. While the team does a great job of responding to direct customer inquiries, it purposely takes the time to engage proactively in fashion or lifestyle conversations with guys who are in their target audience. "There's very few places where guys today can go that are just focused on them," says David Tull, Customer Engagement Manager, and joining "seemingly irrelevant conversations" can lead to "traditional ROI," while keeping the customer service team "super-engaged" with consumers.
Managing a traditional customer service staff of 40-60 depending on seasonality, David looks at social media as "a way for our team to level up" from phone, chat, or email. He trains them not only on the ins and outs of social media, but on how to engage in a human way and how to turn customer service interactions into a marketing opportunity. Associates are encouraged to make their customer service "Tweet-worthy".
David took some time out ahead of the busy holiday season to talk with Dan Gingiss and Dan Moriarty about his company's view of social care and why leading with social media can break down some of the traditional barriers in customer service. Yes, social media customer service is in public so the stakes are higher. But "rather than see that as a liability, see that as an opportunity," he says.
Some of the more memorable quotes from the conversation include:
"Because we're a relatively new business, we were basically born social. We had a social media customer service footprint before we had an 800 number."
"Instead of trying to avoid the next social media crisis, we bring people in on the first day and say, 'Our expectations are that your service will be Tweet-worthy."
"If you're only waiting until there's a problem to talk to your customers, then that's not indicative of a good relationship."
"We're brands. It's implied that if Jack Threads tweets to you about anything, that we'd love for you to buy some jeans. But we're more successful at it when we come at it in a human way."
"Social is different. It is about continuing the engagement and keeping the conversation going. And while you want to be efficient and close the loop for the customer, letting them know that we're never really done and we look at this as an ongoing relationship is a big part of it."
Here are some of the highlights of Episode 21 of the Focus on Customer Service Podcast and where to find them:
1:09 What is Jack Threads?
2:52 David's background (in theatre!) and how he created Jack Threads' "character" in social media
5:53 The Jack Threads style
10:40 David's role and what the customer staff looks like
12:44 How Jack Threads trains its staff to be "Tweet-worthy" in its customer service
16:23 What Jack Threads' customers talk about on social media and the company's approach to proactive engagement
22:56 How Jack Threads teaches its social media philosophy to its associates
28:03 What are the important KPIs?
29:54 David shares some memorable customer interactions, including turning negative comments into positive engagements
32:41 David's advice to social care professionals to turn service interactions into "a marketing opportunity"