1-800-Flowers.com Succeeds Through Social Customer Service

For those in the flower industry, Mother’s Day is the single biggest holiday of the year. With e-mail and call centers overwhelmed by a heavier volumes of customer service inquiries, many customers turned to social media to voice their concerns. More than any competitor, 1-800-FLOWERS.COM was there in force on both Facebook and Twitter, posting individual responses to each inquiry with private follow ups as needed. Their remarkable dedication to their customers was rewarded with positive feedback from converted brand evangelists on both platforms, especially on Twitter. And in off-peak times, they’ve stepped in where the competition has failed, offering discount coupons and words of sympathy to those reporting a bad experience elsewhere.

Key Results:

  • 37,000 fans on Facebook (10 times more than the closest competitor)
  • 3,900 followers on Twitter (3 times more than the closest competitor)
  • In the midst of their largest holiday rush of the year on Mother’s Day, 1-800-flowers dominated the conversation on Twitter, seeing nearly 3 times as many positive comments as their top competitors.

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