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Senior Social Media
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
Our goal is to fully listen to what
the consumer is saying and
provide a timely, meaningful
• 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
• 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
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.