Confronting the customer Julie Mathers Head of Sales and Marketing, Coles Online
May 24, 2015
Confronting the customer
Julie MathersHead of Sales and Marketing, Coles Online
What are we doing?
Why did we start?
• Show our human side• Give our customers another avenue to speak to us• Flexible, quick, instant• Marketing and promotions• Others are doing it!
When and How?
• Launched in stages from Dec 09
Social Media Team:• One guy, with marketing background, an iPhone and a
lot of creativity• Minimal budget – all in house• Freedom within guidelines
What’s happened?
• Quality not quantity following• Use facebook for proactive and reactive comms• Strong tie in to customer service on Twitter and
Facebook• Very successful blog with 90% recipe content, team
bloggers and guest bloggers• SEO Improvement• Operational risk with one person managing 24/7
Is confronting customers painful?
Is confronting customers painful?
• Insightful• Immediate • Opportunity• Snowball effect • Risky
Learnings
• Be authentic• Be transparent• Be immediate and timely• Answer in the same forum• Have guidelines• Re-assess the set up/ de-risk• Be bold