Apart from delivering quality products and services, customer service is a valuable way to build a community of loyal brand advocates. But what does that look like today?
Today, customers having the ability to engage and communicate with brands on more channels than just email or phone. Because of this, brands have a huge opportunity to establish stronger bonds with their customers by using the same communication channels as they do. And customers seem to be reacting positively to this with over 80% of Instagram users expressing they follow at least 1 business on the app.
We’ve identified the top brands that are using customer service in a modern fashion to engage with and better understand their customers.
Glossier’s gTEAM encourages customers to engage
As a true Glossier fanatic, I am probably slightly more biased regarding this brand than the next person, but I swear–it’s only because they probably haven’t tried Glossier yet or they don’t wear makeup… Those are simply the only two reasons why they wouldn’t be as passionate about the brand as I am…
The direct-to-consumer beauty brand has strategically done something that I have never seen before. Driven by their founder and CEO, Emily Weiss, the brand understood how important customer service would be to them and made sure to structure the company in a way that reflected the value the department would provide instead of treating it as a cost center. With this in mind, Weiss thoughtfully placed the customer service team within the marketing department and evolved the lackluster traditional role into a more modern, appealing one that employees would be motivated to step into every day. In doing so, the gTEAM was born.
Glossier’s gTEAM is responsible for handling all communication directly with customers, regardless of whether it’s an email or an Instagram comment and providing the rest of the marketing team with customer insights that are used for product development and brand strategy. Because who knows customers better than those speaking to them every minute of the day? Consisting of 30 or so “editors,” the gTEAM prides themselves on being product experts, engaging in meaningful conversations with customers, offering product recommendations and handling any customer questions or issues that come their way.
One time, a bride-to-be reached out because Glossier was sold out of their famous Haloscope stick, which she was hoping to wear on her big day. After the gTEAM received the message, they reached out to the entire office to try and locate an unopened Haloscope stick. Luckily they were able to locate one and shipped it to the relieved bride. It’s little stories like this that don’t surprise me as a Glossier customer because I can feel a mutual appreciation between myself and Glossier and I know they would try their best to accommodate any customer’s needs.