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Social Stories: Discover


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Financial brand Discover uses social media to reach cardmembers and offer personalized customer support.

Financial brand Discover uses social media to reach cardmembers and offer personalized customer support.

Published in: Technology
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  • 1. Social Stories Laurie Blase Senior Social Media Associate Here’s a social story about embracing the voice of the customer to provide superior customer care from Discover, a direct banking and payment services company. A story from: “A Day in the Life of a Community Manager” blog post The Why: Social Goals To extend brand advocacy and enhance loyalty through connecting and engaging with cardmembers on social. The What: Social Strategy Discover leverages social channels to further deliver on the expectation of great customer service through around-the-clock monitoring and near real-time engagement with their social community. The How: Social Tactics • Great customer service isn’t only about resolving issues; it entails creating great experiences. Discover’s social team proactively engages with cardmembers on a personal level, proving there’s a human behind the brand. “ Our goal is to fully listen to what the consumer is saying and provide a timely, meaningful solution. • Social never sleeps—Discover makes themselves available to chat and meet consumer needs seven days a week from 9 am ET to midnight ET via their corporate Twitter handle. • Discover creates engaging content that taps into cardmembers’ broader interests to stay top of mind as a valuable brand even when there isn’t a problem. For example, movie-loving customers enjoy the theater experience even more with a Cashback Bonus® when the purchase is made with their Discover card. • Establishing trust is at the core of strengthening customer relationships and building brand loyalty. Discover is committed to engaging with customers when a question needs answering, but they’re also committed to sharing their expertise on financial-related topics, such as the home buying process or student loans, to be the trusted partner customers need. “ With the expertise of Discover’s (rock star) customer service team on my side, I am able to focus more of my time and attention on building our social community and fostering individual relationships with customers.