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Best Buy Uses Twitter to Enhance Customer Service
By Kylie Jane Wakefield (http://contently.com/blog/author/kylie-jane-wakefield/), under Case Studies (http://contently.com/blog/content-strategy-case-studies/), Social Media (http://contently.com/blog/social-media/). Kylie Jane Wakefield (http://kjwakefield.contently.com/) is a Los Angeles based freelance writer and publicist.
his post is part of the Twitter for Brands Series (http://contently.com/blog/tag/twitter-for-brands-series), which features winning strategies from the top brand pages on Twitter and provides tips on how to emulate their successes. Best Buy shows that it values its customers on its Twitter accounts, @BestBuy and @twelpforce, which are constantly updated with answers to customers’ questions, replies to their concerns, and discounts for its products. When customers follow the tweets of this electronics megastore, they aren’t let down. Currently, @BestBuy’s
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(https://twitter.com/#!/BESTBUY) main account has more than 263,000 followers, and ranks #108 among brands (http://fanpagelist.com/category/brands/view/list/sort/fans/page6)on the social media site. Its other Twitter handle, @twelpforce (https://twitter.com/#!/twelpforce), boasts nearly 45,000 followers.
Establish an Account Solely for Customer Service
Best Buy’s account @twelpforce, is all about the customer (http://www.fastcompany.com/1648739/marketing-that-isn-t-marketing). It is a system that lets the company “monitor customer inquiries on Twitter and allow multiple employees to respond from one account,” according to Fast Company. On May 29, customer @bryancarifio tweeted to @twelpforce, “Is there any way to switch the store I go to for store pickup on an online purchase? Nashua store’s ‘system’ is down. Thanks.” Within the hour, @twelpforce replied, “@bryancarifio (https://twitter.com/#!/bryancarifio): Email us with order details to Twelpforce@BestBuy.com, and we’ll look into this for you. Thanks!” (http://contently.com/blog/wpcontent/uploads/2012/06/ScreenShot-2012-06-04-at-4.13.51PM.png)This is the company’s typical response rate, demonstrated on its feed, managed by one of many employees every day. A notable failure on the @twelpforce account attracted unwanted attention earlier this year when a customer tried to return a box set (http://consumerist.com/2012/01/best-buy-manager-dismisses-best-buy-twittercustomer-service-says-it-could-be-anybody.html) of CDs to a Best Buy. He asked a...