Conceived by an Iron Man athlete looking for a plant-based, whole food alternative to nutritional supplements, Vega describes its products as "the future of optimal health". Enjoyed by vegans and non-vegans alike, Vega's products attract athletes of almost every sport looking for a more natural diet to help with training and ongoing health.
Vega's approach to customer service on social media is to listen first, both to those who @mention the brand and those talking about it without a direct @mention. The team responds with humor (food puns are a favorite), imagery, and a friendly tone that leaves a smile on the face of even the most ardent critic.
Lindsay Jesseau is the Director of Customer Experience at Vega, and she - like several other of our guests - was a customer before becoming an employee. Lindsay talked with me and Dan Moriarty for Episode 6 of the Focus on Customer Service Podcast.
Some of the most quotable moments of this episode include:
- "It's not just about having a competitive advantage over your direct competitors; the consumers expect a response through social now, so it's looking at 'are we as good as the best companies out there?' and that's really how we set our standards."
- "Empower your front line. Don't punish mistakes."
- "Consumers are reaching out through Twitter, and they want to be responded to and resolved in that channel."
- "Respond to both positive and negative comments. The negative ones are really your biggest learning opportunity."
Don't forget that we are always looking for great brands to be featured on the Focus on Customer Service Podcast. To nominate a brand that has awesome customer service on social media, just tweet using the hashtag #FOCS.
Here are the highlights of Episode 6 and where to find them:
0:30 Dan and Dan talk about why more companies aren't embracing social customer service
3:35 What is Vega and what kinds of products does it sell?
5:14 Lindsay talks about her career and how she ended up at Vega
6:20 Does having a niche audience change Vega's servicing strategy?
7:31 Lindsay talks about Vega's #bestlife campaign
9:52 How Vega empowers its customer advocates to "surprise and delight" its customers
11:13 Vega's use of humor and imagery in their customer service responses
13:30 How Vega handles comments about the taste of their products, both positive and negative
15:44 Lindsay's social customer service team and where it sits in the company
18:44 How Vega approaches customer service across different social media channels
20:35 Memorable social interactions
22:20 Lindsay's advice to other companies looking to build an awesome social customer service
25:10 What Lindsay tweets about from her personal handle