@ComcastCares is a Twitter-based customer service channel that’s part listening beacon — Comcast tracks mentions of their brand by Twitter users — and part real-time help desk. As much as actually helping individuals improve their Comcast experiences, though, @ComcastCares has become an emissary of goodwill across the 5-plus-million member Twitterverse: Taking disgruntled (and influential, well-followed) Comcast customers, make them happy, and have that conversation out in the public, for all Twitter users to see.
“I’ve been following Frank’s work on Twitter for a while, it seemed he was always listening to what folks were saying, and when folks (inevitably) ranted about Comcast service, he jumped in, and almost always seemed to fix the problem. Then it happened to me, in October, my service started acting deeply flaky, and I complained about it.
“I quickly got a response, and when I moved to a new place last month, he helped again. Then just this weekend, my new Internet service started acting flaky again, and in ten minutes, Frank had assessed the problem and helped me fix it, calmly, intelligently, and in the grammar natural to social media….”
That last phrase, to me, is the most important. If your customers are expressing their discontent in social media environments, bid for their forgiveness in those same social media environments, using the language and grammar of social media natives.
To see @ComcastCares in action, here’s how it worked for Guy Kawasaki and his 32,000 followers.
To see what happened to a brand that opted not to engage with disgruntled customers in the social media settings where they made their complaints, check out the Motrin Moms dust up.
UPDATE: I Twittered Battelle’s interview with @ComcastCares:
Six minutes later (on a Saturday afternoon), @ComcastCares Twittered me back:
Chalk up another fan, @ComcastCares! Now I’m off to Twitter all about it.