Citrix: Using Social Media to Improve Customer Relations

Customers are increasingly using social media sites, such as Facebook and Twitter, to communicate with companies for technical support, filing complaints, and more.  Let’s suppose your organization is listening to the social media space.  Are you equipped to use social media to lend a helping hand?  A customer’s S.O.S gone unanswered can lead to a public relations nightmare.

A few brands are expertly using social media as part of their customer relations. I experienced this first-hand, when I recently contacted Citrix for support.

I was having trouble integrating a missing feature on Citrix’s GoToTraining platform. At first, I contacted them by phone, and my first encounter with a representative was less than pleasant.  So, I asked to be transferred to a manager.  A few minutes later, I spoke to a manager who assured me that he would get back to me by close of business that day.

The next morning, after not receiving a return phone call as promised, I sent a direct message via Twitter to David Baeza, Vice-President at Citrix:

I had already made up my mind that I wouldn’t get the help I needed and contacted a competitor.  But, to my surprise, David responded promptly:

Less than one hour later, I received a direct message from the Citrix GoToMeeting Team:

 

 

Within minutes, Andrew, a GoToTraining technical team member, called me.  We discussed my problem and quickly determined a solution. The result was a very satisfied customer.  But that wasn’t it!  Later on that evening I received the following tweet:

It took me no time at all to click on the twitgift website and enter my shipping address. I immediately received the following notice:

 

My gift of a dozen chocolate chip cookies arrived yesterday.  They were delicious!  I also received a direct call from David Baeza after this exchange.

Three things Citrix got right:

Rapid social media response. Companies can no longer afford to respond slowly to customer inquiries. Citrix’s rapid social media response led to a positive outcome.

Top executive use of social media. By communicating directly with customers, Citrix’s top management humanizes the organization and lets customers know that they are listening, responsive, and care about individuals.

Sending a gift. Citrix communicates that they are willing to go above and beyond to support their customers. The gesture was the icing on the cake – or cookie!  And it left me with a memorable impression of the Citrix brand.

In all, my experience with Citrix on Twitter was a perfect example of how a business can expedite and improve customer relations using social media.  If not for the interaction, I would surely have taken my business elsewhere.  Instead, they created a loyal, satisfied customer.  Great job, Citrix. And thank you, twitgift!

8 Comments

  1. Posted March 24, 2010 at 12:07 pm | Permalink

    Hi Terri. We appreciate your business. Your blog post goes above and beyond. It’s greatly appreciated by the team. We’ve taken note of your feature request. Should it come to fruition, we’ll add you to the beta. Thanks for the input.

    All the best,

    David

  2. Posted March 24, 2010 at 12:07 pm | Permalink

    Hi Terri. We appreciate your business. Your blog post goes above and beyond. It's greatly appreciated by the team. We've taken note of your feature request. Should it come to fruition, we'll add you to the beta. Thanks for the input.

    All the best,

    David

  3. Posted March 24, 2010 at 6:36 pm | Permalink

    We are happy that we could be part of your great experience with Citrix, they are definetly one of the few that get social media and they fact that it is based on relationship. We appreciate business who CARE about us.

    ~Melissa from Twitgift.me

  4. melissaleon
    Posted March 24, 2010 at 6:36 pm | Permalink

    We are happy that we could be part of your great experience with Citrix, they are definetly one of the few that get social media and they fact that it is based on relationship. We appreciate business who CARE about us.

    ~Melissa from Twitgift.me

  5. Posted May 26, 2010 at 8:07 pm | Permalink

    I love your insight to business solutions throuh social media. It’s good for business’ that have a social media presence to have someone available to answer questions within a timely manner.

  6. Posted May 26, 2010 at 8:07 pm | Permalink

    I love your insight to business solutions throuh social media. It's good for business' that have a social media presence to have someone available to answer questions within a timely manner.

  7. Posted May 28, 2010 at 2:55 am | Permalink

    Thanks, LaTonya. Citrix did a great job! What do you consider to be a “timely manner” these days?

  8. Posted May 28, 2010 at 2:55 am | Permalink

    Thanks, LaTonya. Citrix did a great job! What do you consider to be a “timely manner” these days?

One Trackback

  1. By Brand Haiku: Citrix | oneforty blog on December 30, 2010 at 5:51 pm

    [...] picking one I heard about in the last month because it’s just too awesome to skip. @ComcastCares showed the world how to Tweet help to troubled customers. @Citrix showed us [...]

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