Responding to complaints about soggy fries or wrong burger orders may seem like a job from hell, but it doesn’t necessarily have to be painful when done the right way. That’s what fast-food restaurant Jack in the Box realized when it shut down all its customer care call centers, bringing customer service entirely online a year ago.
“Customer service has been a focus throughout, but a renewed focus on social customer care can help build a more personal one-on-one relationship with our customers,” said Adrienne Ingoldt, director of marketing communications at Jack in the Box. “That can prove to be a competitive advantage for us.”
The brand’s “social customer care team” comprises 10 different brand managers and guest relations managers, who scour Twitter, Facebook and, increasingly, Instagram, for mentions of Jack in the Box before responding to them.