Fat Face, a UK clothing brand freshly announced that it was going to run customer services via @fatfacedotcom on Twitter. Much of the coverage relating to customer services is based on US companies such as @comcastcares and @southwestair, so I thought I would look at companies in the UK, which are doing customer services via Twitter. Although these companies may have been later to start then their US counterparts, they are are doing well and may have outshone those social media commentators’ US favourites.

So who are they?

BT

BT is the biggest fixed line telecommunications company in the UK  and has the largest number of customers supported via @btcare out of all of the examples. This has been a successful implementation by Graeme Stoker, who was responsible for researching and developing this support channel. As with all of the examples used in this lineup; BT is being both reactive and proactive in their assault.

easyJet

Whilst at easyJet, a European low fares airline carrying around 50 million customers annually, I started @easyJetcare and it was one of the first companies in the UK to offer customer services via Twitter. @easyJetcare was used with success during the severe snow of wintertime 09/10 and shows that social media can play a part in crisis management.

Carphone Warehouse

Another organisation inside the telecommunications sector is @cpwcares set up by Guy Stephens who now moderates a group called Where Social Media Meets Customer Service on Linkedin.com. Although somewhat smaller then the previous two examples, it still does great work in engaging customers. As Carphone Warehouse is part owned by Best Buy, a large US electrical retailer, it will be interesting to see what elements of the successful social media strategy Best Buy will bring to the table.

Virgin Trains

@virgintrains was started by Rich Baker following a move to a new role as Head of Customer Services of Virgin Trains (a UK rail company). Rich thought it would be a great way to engage with customers and this is how the programme snowballed. It still continues to support and offer advice to customers who use its rail network.

Not renowned for customer services

It is interesting that some of the pioneers in the UK are not always renowned for their levels of customer services but they all are pretty dominant within their respective market. Even more interesting is the fact that all four of the examples where set up by one individual within each company, who saw the potential in the use of  social media to support customers.

What can we learn from these companies?

Whether your company is renowned for great customer services or not, there is no escaping from the fact that all businesses have a need to engage with customers via whatever channel the customer wants; this could be via Facebook, Twitter or even a customer forum. In a recent post on the Gartner blog; Twitter Jitters in Customer Service, Michael Maoz questioned 250 customer service executives, he found only 15% had a Twitter strategy for customer services and this proves companies still have a long way to go before grasping new technology.

What is happening in your country?

Do you know any other companies outside of the US who are doing well with their use of Twitter to offer customer support, may be in France, Germany or Spain? Goto www.customerfuturology.com to post comments.

Social Media Customer Services

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