Specialized Bicycles is a global, core cycling brand that caters to riders of all levels, from the beginner to the professional racer. Specialized provides an exceptional multi-channel customer experience to its consumers, including interacting with cycling enthusiasts via 17 social media sites, and supplying bicycles worldwide through 24 subsidiaries. We recently had the opportunity to sit down with Ryan French, director of inside sales and global customer experience operations at Specialized, to hear his insight on customer experience in the changing social media landscape.
Can you describe Specialized’s Customer Experience Journey?
Specialized has always focused on the rider, and all of our products are designed to improve the rider experience. Our company motto is “Innovate or die,” and we invest in and reward innovation. We recognize that our competitors are also working hard to make great products. However, to differentiate ourselves, we not only need to deliver the most innovative products, but take it step further by providing innovative customer service experiences to our riders and retail partners. We strive to be the service leaders in our industry.
Customer experience is arguably the most effective area to win new customers and retain current ones. People expect more today for their dollar then they did five years ago, and the economic crisis has made consumers even more selective. Consumers are also more vocal and influential with the popularity of social media. At Specialized we want to be proactive, educated and easily available no matter what channel consumers choose to communicate .
What does Specialized do to engage with customers on social channels?
Specialized is utilizing Twitter and Facebook to engage with customers on a more personal level than what’s possible on traditional channels. We share stories, photos, experiences, and team wins, and in turn, enjoy the great feedback we get from our riders.
In addition, we are using Twitter and Facebook in the customer service arena too. The marketing aspect on social channels is great, and that’s what we initially used the channel for, but we want to be proactive and give our riders a forum to improve their riding experience. Also, consumers don’t differentiate between marketing and support, so we began to get support questions through Twitter and Facebook.
We decided to devise a system to make sure we were both marketing and serving consumers effectively, which is why we created a branded social media presence specifically for customer service called “The MasterLink.” We utilize RightNow to listen to conversations on websites and blogs, then we can pick up and engage regarding topics related to Specialized. Once RightNow alerts us of a discussion thread, we can join and help a rider, provide needed information, suggest a local dealer for assistance, or simply thank them. We try to make the MasterLink as interactive as possible, and have a rule that no comment goes unanswered. No matter if it’s a support question, a compliment or just a rider saying “hello”, the company wants to send the message that it’s listening and accessible.
How is Specialized measuring the benefits of its social efforts?
At this point, our measure of success is helping people. If we are able to solve somebody’s issues or help them find a hard-to-get bike at a retailer, it is a win. Really, all you have to do is take a look at our Facebook page or Twitter stream and see people saying “Thanks for your help, I’m Specialized for life!” to know it’s working.
Social media also helps us reach out to a demographic that would not normally pick up the phone or send an email. Our breadth of communication has expanded with social media.
How are customers reacting to Specialized’s social media presence?
It’s been overwhelming—our riders are very vocal advocates! The best thing is now they have a channel to really engage with us, and it also gives people who may not be happy a forum to voice their complaints, which is great because now we’re able to see their complaint, solve their problem, create advocates and retain them as happy customers.
For example, Specialized received an alert from RightNow about a customer that was concerned that his local bike shop would take three weeks to fix his bike. Since the standard turnaround time is three days, one of our agents called the shop and was able to get the bike back to the customer the next day. The customer was so happy that he immiediately deleted his negative post and replaced with one saying he was ‘Specialized for life,’ all in a forum that thousands of people will see. We transformed a customer with a negative experience into an advocate.
Do you have any advice for companies that are developing a social strategy?
You’ve got to be totally committed to it. You can’t just open a Twitter account or go to a blog every now and then. Treat social channels just like the phone—if someone comments, you have to be there to answer. Don’t start if you’re not totally committed or staffed for it. Telephone, email, and social media are all equally important channels and brands shouldn’t perceive them differently.
Please leave comments or questions for Ryan French below.
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