Now Serving the Social Filipino Customer: The Customer Care Management of 7-Eleven Philippines on Facebook and Messenger

Abstract

Now Serving the Social Filipino Customer: The Customer Care Management of 7-Eleven Philippines on Facebook and Messenger Filipino discusses how 7-Eleven Philippines manages their customers who are rapidly turning to Social Media to vent their frustration on a bad customer service, to ask general questions, and to commend them for their satisfying product or service. Although Telephone and Email are still used by customers, complaints and inquiries made on social media are on the rise. 7-Eleven could have done its part on responding but in the social media realm, the spectators are looking. This research examines the customer care management of 7-Eleven Philippines on Facebook and Messenger. It analyzed responses on every comment, page post and review of customers from April to June 2017 and determined if the quality of their customer care influences customer satisfaction. At the end, the researcher proposed solutions to 7-Eleven. Interviews, focus group discussions and observations were used as research methods. The data gathered reveals that the customer care management of 7-Eleven Philippines was not perfect. Although there were lapses on responding because of the sheer volume, they were continuously improving their customer care strategies given the rise of social media customer service. The activities and concerns of Social Customers were sharing things that provoke their emotions. Their expectations were to get faster response, resolutions and transparency. If they got no response, they would look for ways to be noticed. In fact, they habitually left comments to every post made by 7-Eleven even those are unrelated. Results showed that customer care had a direct influence to customer satisfaction. It was concluded that fixing the structure within the organization could help in delivering exceptional service. Response time is a key driver of customer satisfaction. The researcher recommended the creation of company policies and modules for improvement and build a customer service culture.