How Cabela’s Broke the Rules to Bring Back Social Customer Service

Cabela's social media response plan was a mess: Someone posts a complaint, the social media manager takes a screenshot, emails it to the customer care team, the customer care team tries to find the customer in its database (and most often they don't), then 72 hours later the social media manager responds. That social customer service system left two-thirds of Cabela's customers’ posts unanswered and a lot of people unhappy. Cabela's wasn't just dropping the ball on customer complaints, it was also missing big opportunities to build relationships.