What makes a successful social customer service strategy? In fashion retail, it’s easy to adopt a relaxed, distinctly human tone – so there’s no excuse for robotic, distanced responses conveying no personality. It only infuriates customers further.
Investigating the Twitter accounts of several high-profile fashion retailers, I’m going to judge their performance according to the following criteria:
1) CLARITY
If there is a separate customer service account, is this obvious? Has the brand stated that they are here to help, if the main Twitter account is used to resolve customer service issues? In terms of query, are answers clear, accurate, and solve the problem?
2) SPEED
Customers expect a response within an hour. Brands who don’t reply within this timeframe often damage their image.
3) PERSONALITY
Does the brand sound human? Using real names behind Twitter handles, for example, puts customers at ease.
& Other Stories
CLARITY
There is no indication of the brand’s social customer service operating hours on the & Other Stories twitter account. There’s no mention that this account actually even deals with customer service. Also, the response is pretty worrying – it isn’t clear and doesn’t solve the problem. We “think” this is fixed isn’t good enough, and why haven’t they listed the customer service number?! This response means the customer is still working to solve the problem.
SPEED
& Other Stories replied to Tracy a day after her initial tweet, which is too late.
PERSONALITY
& Other Stories hasn’t even apologised for the problem, which is the first thing a brand should do. As expected, this elicits a bad response from Twitter, and tarnishes the brand’s image as unhelpful:
The responses are slow, they don’t solve the problem, and they aren’t clear. I am surprised at how bad this account is.
Whistles
CLARITY
The brand’s central Twitter account doesn’t state that there is separate customer service account, but they have one – so that’s a plus.
The customer service account clearly states that it is here to help, but doesn’t list its operating hours:
In terms of response, Whistles are responsive and clear, but an overwhelming majority of responses to complaints or enquiries just tell customers to call the customer services number to email them – which doesn’t solve the problem, it just prolongs it for the customer.
SPEED
Most are same-day – a particularly fast response rate, but at least they are getting back to customers on the day of their enquiry.
PERSONALITY
This isn’t great. Most of Whistles’ responses are the same. They apologise, and instruct the customer to either email them, or call them. There are no names given – it’s a bit robotic.
H&M
CLARITY
Great! H&M clearly state where to go for customer service enquiries.
…and once you get there, the account caters for an international audience. Responses are useful – they either answer the question, provide extra contact details for the customer to get in touch, or ask the customer to DM them so they can get the problem sorted.
SPEED
H&M are super speedy to reply. This query was answered within two minutes:
PERSONALITY
https://twitter.com/hm_custserv/status/649823322763563012
Responses are colloquial – lots of exclamation marks – and the store apologises any time a problem has been caused, and wishes customers a nice day. Other examples include “happy shopping!”.
ASOS
CLARITY
Immediately, ASOS takes us to their customer care page, which, with the handle @ASOS_Heretohelp, already connotes that your issue will be solved by somebody who is happy to help.
ASOS’ pinned tweet is interesting. It’s open and honest – ensuring customers trust the brand:
Generally, ASOS reply to queries with a tweet if they can, or DM customers to continue providing assistance.
SPEED
ASOS are fast to reply – not within the hour, but always within 24 hours. They also DM customers.
PERSONALITY
ASOS score pretty high here. They use language that reflects their customers, rather than “customer service”. It makes ironing out problems easier.
Topshop
CLARITY
Topshop has its own customer service Twitter account, but it isn’t listed in the bio of the main account.
Tophop’s responses are clear, and ask for customers’ contact details, rather than ask them to contact a number or email address like most other accounts:
SPEED
Topshop’s customer service team reply the same day, even at early hours of the morning
PERSONALITY
Topshop sign of their tweets “thanks, TS Help”, which is a waste of characters and sounds too formal. It would be better to write the message without the signature, making the exchange feel more like a conversation.
CONCLUSION:
& Other Stories is the clear loser, with unhelpful, unclear responses sent way too late. The account itself is also confusing – there should be a separate Twitter for customer service, or some information about it on the page. ASOS and Topshop take a better approach – with dedicated customer service accounts, quick, simple responses, and a colloquial and apologetic tone.