Most of us have experienced an epic costumer service fail at one point in time. I’ve had a few in the last few weeks. Delta Airline’s couldn’t seem to find that reservation we booked; even with my confirmation number coupled with a large matching charge for said reservation on my credit card to support the ticket purchase. Comcast Cable who insisted that I didn’t have an account! Even though I’ve been paying them monthly, for the last 10 years! I did the math with the “representative” with conviction
But, it was during this past holiday break that I had my “falling down moment.” It was day four of trying to deal with a Health Insurance issue for my youngest daughter and Aetna was very unresponsive, not just to me, but to my daughters care providers. Not to bore you with the actual issue, suffice it to say, it was something that should have been very “simple” to navigate.
So, frustrated and being encourage by my husband who shy’s away from anything that resembles social media, I put out a somewhat snarky but detailed tweet, which led to a very rapid exchange with Aetna over Twitter.
And much to my surprise, I was able to get what seemed the impossible accomplished… not the home-run answers I sought, but it cleared the path to what we needed and all within 12 hours from my initial Twitter exchange.
As a communications consultant, my focus is ramping up clients to embrace and manage social media. I gain a percentage of business from clients similar to Aetna who haven’t quiet embraced the importance or leveraged the value of social media with a strong strategy that combines a varied approach to align with the goals they want to achieve.
More often than not, companies are just not monitoring their social media to effectively move or leverage the customer experience.
Bravo to Aetna, your social media team scored straight A’s across the board. Unfortunately I can’t say the same for the other areas of customer care, but I do give praise when it is due.
Here are the lessons are simple, and they can and should be applied by any business or organization large or small that is currently using social media to connect with customers.
1. Monitor: I was shocked that this giant health care provider was so attentive to the pulse of their social media.
2. Reply immediately. Not only will you impress even the hardest of customers, you’ll also defuse tension and often turn it into a positive.
3. Have a human voice. I love the fact that whoever was monitoring the Aetna Twitter account was clear and direct they sought me out and resolved the challenge via a personal phone call. This took the unwanted #hashtag traffic on Aetna’s digital footprint and placed the importance of the complaint to the person who needed it most, my daughter.
Social media isn’t a silver bullet or a magic wand … it doesn’t fix everything. But, when used well, it sure can soothe a hostile mom and create fans and believers out of the cynics – my husband!
I am always available for consulting engagements and training seminars. Please do not hesitate to send me questions or inquires. I look forward to connecting and collaborating – Look@look-solutions.com