Does Sears Care about social media? Apparently they do

13 Aug
Sears Cares

A negative Tweet that specifically mentions the vendor – Sears – produces a tweet from Sears Cares customer service within three hours.

Can Twitter and Facebook make the world a better place? Here’s a consumer action that was prompted, got bumpy and then was repaired with social media. The project: Find the best value and most durable washer and dryer combination to purchase.

There were three steps in the process:

  • Research/word-of-mouth: Do your due diligence via word-of-mouth and Google search. After discovering that the brand name does not show up in the Google pulldown search for brand scam or brand fail, we use IceRocket and Social Mention to look for product and vendor mentions. Then we go directly to our tribes. I used Facebook to ask 200 friends and my wife’s 170 friends. We asked: What’s the best value and most durable washer and dryer combination and who is the best vendor for price, service and delivery? These questions produced a 30 comment thread and a 25 comment thread. We selected winners – Sears and LG.
  • Engage customer service: Delivery was delayed and the Sears customer call center is unable to find the delivery order. The situation is stalled. However, a negative Tweet that specifically mentions the vendor – Sears – produces a tweet from Sears Cares customer service within three hours. The Sears representative suggests taking the conversation offline (or at least off Twitter) and provides their email address. After an exchange of emails, the delivery hiccup is resolved, a detailed explanation is offered, and the customer is completely recovered.
  • Leave breadcrumbs: We then shared our experience to provide a roadmap for others (WordPress, Facebook and Twitter). The initial negative tweet is connected by keywords, hashtags and a Twitter handle to identify a pattern. As a business, you can’t hide a negative, but you have the ability to improve the result.

Do you know of any other good ways to use social media to minimize your risk when buying a durable good and picking a vendor?

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3 Responses to “Does Sears Care about social media? Apparently they do”

  1. James Hills - From Sears Home Appliances August 14, 2010 at 5:24 am #

    Thank you for the great article!

    I manage the twitter / Facebook / blogger engagement etc. for Sears Home Appliances. I am sorry that your initial experience was a bit rough, but it is always fantastic to hear positive feedback from people that either we – our other members of the Sears social media team have reached out to.

    Now that you have your new washer / dryer, how do you like it? What model did you get?

  2. klcesarz August 14, 2010 at 9:57 am #

    No problem, James. Nicely done on your team’s part. We picked up a pair of LG. Completely satisfied so far, thanks to the heads-up from our Facebook friends. They behave exactly as described. Their tip about drying the door gasket will make them last quite a bit longer, too.

Trackbacks/Pingbacks

  1. Tweets that mention Does Sears Care about social media? Apparently they do « i scream social -- Topsy.com - August 13, 2010

    […] This post was mentioned on Twitter by Kevin Cesarz, Kevin Cesarz. Kevin Cesarz said: Does Sears Care about social media? Apparently they do: Can Twitter and Facebook make the world a better place? He… http://bit.ly/9Deu5B […]

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