Dairy Queen knew the value of a strong social media strategy before many companies caught on. It set up its Twitter account and Facebook page in 2009, and now has 4.2 million fans on the social networking site. That’s not as much as Coca-Cola, but still a decent following for a brand.
The company has also learned a lot about improving its customer service online in the process (via Marketing Sherpa):
If the issue is something simple like just being unhappy with a single product, or the customer’s experience was “just unpleasant this time,” the team will send out a gift card to get that customer back into the store to make another purchase.
Because each store is an independent franchise, if the problem is rude employees or a refusal to refund money, the corporate team at Dairy Queen has to rely on each individual store to handle these issues.
Two key lessons Dairy Queen has learned is to not wait for an unhappy customers to reach out; and the second is to listen to customers to improve product development and placement.
Dairy Queen tracks day-to-day business KPIs (key performance indicators) “such as volume of sales at particular stores as compared to complaints or other comments relating to that location and how that changes month over month and even year over year” and then determines if there is a “correlation between A and B.”
Read the full article at Marketing Sherpa >
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