Connecting with customers using social media; Case #1 – Panchero’s

About two weeks ago, I received an e-mail notification that I was being followed by @pancheros on Twitter. Or maybe I saw someone tweet about @pancheros and then I started following them; I can’t remember. The point is, though, that this is how I found out about the fresh Mexican food chain, which has 7 locations in Minnesota. I did not know anything about this joint before, and I have not eaten there yet. The closest location to me is about fifteen minutes away, but I’ll be making the hike. Why? Because now I know that it’s there, and the burritos look delicious.

The important thing about @pancheros (also known as Joel Johnson, Social Media Manager for Panchero’s Mexican Grill) is that they are using web 2.0 technologies to connect with their customers– and they are not the only ones. Twitter users will find various other corporate Tweeple such as @comcastcares, @zappos, and @starbucks, to name a few. These companies recognize the importance of engaging with their customers, and have found a useful (and certainly cost effective) way of doing this. Although some anonymity is lost through using Twitter for gaining customer feedback, I will say that there are plenty of users who have no problem voicing their opinion, positive or negative, to these corporate users. Participation in the social web (Twitter, Facebook, MySpace, etc.) is becoming more and more mainstream. Even my parents, heck even my Grandparents, are all on Facebook. In this day in age it is easier than ever before to capture the customer experience. One way of doing this is through the social web, and corporations with a presence in this arena are one step ahead of the game. I’ve heard this quote multiple times, so this is not a Liz Giel original, but I think it’s very important: there is a conversation going on right now about your company whether you like it or not, and it’s up to you to participate.

I should mention that Panchero’s has so far done a great job, in what I’ve seen, connecting with their customers on Twitter. Joel is often responding to customer complaints, informing users about the company, and even holding Twitter contests to give out free burrito prizes. I have been invited to a Panchero’s “Tweet-up” at the Plymouth location next week for a free burrito, just for participating in the conversation with him. The money I spend on gas to get there will far exceed what I would have paid for a burrito, but I’m going!

Check back for more posts on how different companies are using the social web to connect with their patrons.

-Liz Giel

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