A couple of weeks ago, I was in a hurry and starving, so I went to Arby's. I hadn't been in years and assumed they include the heavenly Arby's Sauce when ordering a roast beef sandwich . . . or anything, because it's Arby's Sauce, no explanation needed. I had no idea whether or not Arby's has good or bad customer service, and it really didn't matter-I was hungry. I opened my sandwich then dug deeper into the bag, then this happened:
In a hurry and grabbed Arby's a d they didn't get me Arby's sauce. Sinners.
— Chelsea Hickey (@ChelseaRhane) June 2, 2013
I was so hungry (and apparently upset) that I forgot the 'n' in and, and didn't tag Arby's directly, because I was in a hurry and really didn't care if corporate saw the tweet or not. Nevertheless, I thought the tweet would go unnoticed, which is what usually happens when I, or anyone else, tweets a brand. You're thinking "Duh, why wouldn't a brand respond?" I think that all the time, and I don't have the answer. It's common sense.
17 days later:
— Arby's (@Arbys) June 19, 2013
While the response was 17 days after my tweet, it was a fantastic response. Free bottle of Arby's sauce or not, the fact that a brand responded was amazing, it doesn't happen as often as it should.
8 days after Arby's tweeted me, a beautiful 11.5oz bottle of Arby's Sauce showed up on my door step. Now I'm writing this next to the bottle of Arby's sauce and excited to share with you another example of the power of social media, customer service and brand advocacy.
What does Arby's Sauce Have to do with your brand?
Customer Service Fuels Brand Advocacy
I'm more likely to visit Arby's versus another competitor because of their fantastic customer service. I didn't need a bottle of Arby's Sauce for them to stick out in my mind, a simple response on Twitter would've sufficed. Now? I have a response and a bottle of Arby's Sauce, and now they have a fan for life - a Brand Advocate.
Customer service, or lack there of, on social media can make or break your brand. Show your guests you care, you don't even have to send them products. Brand Advocates love you because of who you are. Be lovable.
Oh, you don't have a bottle of sauce? Don't hunt me down, you'll be able to get your own bottle soon:
It's no secret that word of mouth is powerful. I shared the tweets with my 600+ Facebook friends and the majority of people who liked my status, and both commenters are not marketers, they are your average-Joe consumers. Next time they are hungry, they're going to think about Arby's. I had friends reach out to me saying they hadn't had Arby's in years, but because of this post and their customer service, they're going to visit Arby's soon.
The lack of Arby's Sauce given to me on June 2 has turned into a positive for Arby's. They've gained one known Brand Advocate, many previous customers likely to return, social media amplification and press for the bottles of Arby's Sauce they'll soon be selling in all restaurants. Win.
That is the power of brand advocacy and word of mouth recommendations.
Can you imagine if Zuberance and Arby's partnered? The success of Rubio's advocacy program centered around their claim to fame, "The Original Fish Taco," could be just as amazing for Arby's Sauce.
Hey Arby's, let's do this! I'm off to find a straw for my sauce.