Last Thursday, we here at 1to1 Media had the chance to chat with Leo Minervini, CIO of Carlo's Bakery in Hoboken, N.J. Minervini joined us via Twitter to discuss how the "Cake Boss" bakery, made famous through TLC's hit reality show, uses social media to monitor customer comments and complaints. Using the #1to1socialCX hashtag, we explored how Minervini and his team integrated social media into their daily routine. In case you missed our short (but sweet!) conversation, here are some highlights:"We trained our bakery staff first. The process originally was very manual. As we realized value in building social relationships the decision was made to establish a social media team." -@LeoMinervini
Initially, when Carlo's Bakery began its social media journey, the company blended both customer service and the ability to share daily happenings at the bakery. However, as time marched on, gathering customer feedback became labor intensive and time consuming. In order to use social tools to their fullest extent and ensure prompt customer service, Carlo's Bakery implemented the Salesforce Radian6 Marketing Cloud. This platform allows the bakery to collect and analyze customer chatter from every social media site so they may adequately respond to questions and concerns in a timely fashion.
"I found it very interesting how Carlo's Bakery listened to what customers were saying on social media and then acted. This best practice should be adopted by other organizations. It not only shows customers that the company is listening but should also translate in financial benefits for the brand." -@cynthiaNYC
Customers want to have their voices heard, so when companies ensure that they are listening, it speaks volumes for the brand in question. For customers of Carlo's Bakery, social media often acts as the trigger for not only having an issue heard, but getting that problem resolved, as well. In many instances, if an issue cannot be rectified via social media, Minervini will take it upon himself to call the customer directly. This step helps Minervini understand the problem firsthand, while establishing the relationships that cultivate loyalty and brand advocacy.
"In my opinion social media is not always about selling. For example one of our social media [initiatives], referred to as #weddingwednesday, involves offering brides-to-be design inspiration and advice." -@LeoMinervini
Solid customer relationships do not rely on buying and selling. Often times, what customers seek most are reliability and trust. By implementing such social strategies, brands across industries have the opportunity to become the company customers turn to for dependable products and services, as well as relevant information and intelligence. This lays the groundwork for multidimensional relationships that extend beyond the point of sale.
For more information, read our in-depth case study on Carlo's Bakery here.