Financial Support via Social: Discover Engages with Cardmembers
CMAD is officially wrapping up here at Spredfast, but we wanted to bring one additional insight from a financial powerhouse: Discover. We reached out and were able to talk to three (!) of their community managers about how they drive engagement and enthusiasm online. We'll let Robin Burt, Hilary Allred, and Miranda Johnson take it from here.
Over the past 27 years, Discover cardmembers have come to expect exceptional customer service from a company they love and trust. No matter what channel they use to contact us, they expect to be heard and understood and for their issue to be resolved promptly and effectively in the end.
Customers’ expectations for service via social media are no different.
As members of Discover’s social media team, providing our cardmembers with top service is our number one priority. For this reason, we actively monitor our social channels seven days a week, looking for opportunities to not only service our cardmembers, but also to communicate with them on a personal level. Whether it’s helping someone activate their card for the first time or conversing with a cardmember about his/her favorite stores to online shop, we treat each individual customer interaction uniquely. There is nothing more rewarding than having a customer tell us we have just “made their day” by listening and responding to them via social and then resolving their issue promptly. We love being able to pleasantly surprise our cardmembers through social service. We make sure our cardmembers know we are here for them on social by tweeting them “Good Morning!” at the start of every day and ending the day with a good night tweet. And, of course, social media never sleeps, which is why we continue to monitor our community to ensure all immediate issues are addressed even after we leave the office. Social service is a round-the-clock job, but we definitely are up for the challenge.
Another great perk of being community managers for Discover is that we get to hear and understand the voice of the customer firsthand. We know that our customers are very honest (sometimes surprisingly so!) when they communicate via social media. If something isn’t working on our website, trust us, our social fans are the first to (politely) let us know. They are ready and willing to tell us how they feel about our products and services and we welcome this feedback – good or bad – as it brings us closer to how our cardmembers truly feel. We then take insights from social and use these to help make informative business decisions that focus on putting the customer first.
Furthermore, being a community manager is stimulating because social media is tightly intertwined with every program and service Discover provides. Just the other day, someone used Twitter to spread the word about our Refer-a-Friend program to their friends and family. One of their Twitter followers saw this message, applied online for a Discover card and was approved, and each friend received a nice reward. The new cardmember then tweeted @Discover expressing their excitement, and we used this opportunity to welcome a new cardmember to the Discover family. The circular, ever-present nature of social makes our job that much more exciting and rewarding.
Want to see for yourself just how much we love being community managers for Discover? Just ask us @Discover!
Thanks so much to Hilary, Robin, and Miranda. We loved having their collective insights about how best to engage on social. That wraps up CMAD for us! Hope you had a great time and we look forward to doing it again next year! To the CMs: cheers.