ModCloth is "not just another retailer," according to its founder, "but a social-shopping community with our customer at the center of everything we do." Nowhere is that more apparent than in its approach to customer service, both on and off social media. Its agents, called "advocates," often refer to themselves as "day makers" because their goal is to make every customer's day. Their focus is on empathy and solving the customer's problem at (almost) any cost.
Ashley Boone is the Care Social Lead at ModCloth, managing and training the advocates on the team that the company uniquely calls "Care Social" instead of "Social Care". Ashley was a ModCloth customer before working for the company, giving her great insight into the mindset of the woman "that finds inspiration and confidence through fashion."
Ashley met with me and Dan Moriarty for Episode 5 of the Focus on Customer Service Podcast to talk about a variety of topics, including a certain famous Jurassic Park actor whose face appears on a ModCloth T-shirt but who remained a mystery to one of the Dans.
Some of the most quotable moments of this episode include:
- "Think of a mission statement for your social care team."
- "We are accountable for mistakes and we empathize with [the customer's] situation."
- "Imagine yourself on the other end of that call and act accordingly."
- "Go above and beyond the call of duty to make the customer's day."
- "We want her [the customer] to feel like she's valued and her feedback is heard."
As a reminder, we are always looking for great brands to be featured on the Focus on Customer Service Podcast. To nominate a brand that has amazing customer service on social media, just tweet using the hashtag #FOCS.
Here are the highlights of Episode 5 and where to find them:
1:15 What is ModCloth and what is Ashley's background?
3:03 ModCloth says they know what it's like to shop online; how does that affect the way they offer customer service?
5:14 What exactly is a "social shopping community"?
6:56 How does ModCloth empower its advocates to "make the customer's day"?
11:57 How ModCloth differentiates itself from other retailers by knowing its customers
14:52 Where social care sits in the organization
17:37 Response rate and response time goals
19:30 Memorable interactions with customers
24:19 Ashley's advice for other companies
ModCloth was nominated by Laura Watkins Baker, who tweeted that the retailer is "amazing at social care".
Have you experienced awesome customer service on social media? If so, please nominate the brand by sending a tweet using the hashtag #FOCS and we will reach out to feature them in a future podcast.