Changing customer perception via social media
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COMPLETE DISCLOSURE: The Sonos system mentioned here was provided to me at no cost. In addition there was no expectation that I would write, talk or post about the experience. This is a customer service win that I chose to share.
Every once in a while there is something that irks me enough I tweet about it. This story involves a three-hour in-store meeting, two 45-minute trips and a crazy tech set up melt down.
Visiting a well known international consumer electronics chain I worked with two different employees to find the perfect sound equipment for my outdoor event. They shared their advice and I, in turn, dropped about $1,500 on equipment for my outdoor charity event. I was assured this was the PERFECT equipment for my event. The store didn’t have all of the parts and sent me to a sister store 45 minutes away to pick up the rest. It didn’t bother me in the least, because I was getting what I needed.
When I went home that evening to do a test tech set up, I was at a loss. The equipment didn’t do what the employees said it would do and it was not recommended for outdoor use.
The sound equipment happened to be a Sonos sound system. There was absolutely nothing wrong with the Sonos equipment, I was sold the equipment for what I needed. Absolutely not the fault of the Sonos brand.
Around 10 p.m. that evening I tweeted that the Sonos equipment was cool in concept, but in no way met the needs I purchased it for.
The next morning I received an email from Thomas Meyer, Senior Manager, Worldwide Public Relations for Sonos. He profusely apologized for my experience, told me to return the equipment and he would SEND ME A COMPLIMENTARY SONOS SYSTEM.
What?!! Someone was listening. Someone heard me. AND they responded.
(I’m not ashamed to say I took him up on his offer.)
Besides the fact I’m now addicted to the Sonos system (it’s even built in to my alarm clock via my iPhone), I love how they turned me into a Sonos brand ambassador. Every time we have guests over they freak out when I run the speaker system from my phone. That is…when they’re not dancing to the great playlists I create. 
I recently f0llowed up with Thomas to thank him and grab a quick interview. Here’s what he told me:
ME: “How did you come up with a solution to resolve my issue?”
THOMAS: “As a small brand, it is important for us to monitor and engage with new, existing or prospective customers. We use Twitter and other social media means to make ourselves readily available for anyone considering how to enjoy music wirelessly in your home.
ME: “Did you expect anything in return? Why? Why not?”
THOMAS: The only thing I hoped for was that we had a shot at changing your initial impression of Sonos (which was a negative one). When working with influencers such as yourself, you simply can’t begin any relationship with expectations. My goal was to do whatever it took to make you happy. And then let nature run its course. People tend to be more happy when they have music in their lives.
ME: “How is social media impacting your role at Sonos?”
THOMAS: “The media is no longer my only customer when it comes to my role at Sonos. Social media provides my team with an incredible platform to spread the word about Sonos. Never before have we had an opportunity to answer customer questions/queries in real time like we do with social media. Real time answers, real time feedback – that is what customers want. Engaging with the consumer has been a wonderful experience.” (Sonos on Twitter: @sonos)
ME: “How is social media impacting Sonos as a brand?”
THOMAS: “Social media platforms have had a tremendous amount of impact on our brand. The majority of Sonos customers are very, very happy with their purchase. We are a water cooler brand. Our customers love to tell their friends, family and colleagues about our product. Social media communities have provided our customers with the ultimate megaphone to evangelize about our brand.”
Thank you to Thomas and the Sonos team for believing in your product. My team, my husband and I thank you.
Editor’s Note: In case you’re wondering, the event I purchased the equipment for ended up working out. A very nice local sound company donated outdoor speakers for the event.
24 Comments on this post
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parker said:
In this day and age, it is refreshing to see a company so devoted to service, the customer, and doing what is right. Follow those three things, and profits tend to follow naturally. For companies that start focused on the profit, the other three typically take a back seat. Bravo to Sonos! A wonderful product and a wonderful company.
September 9th, 2010 at 11:54 am -
car battery said:
That is, by all means, pretty amazing. This shows just how powerful social media can be. I’ve actually never heard of Sonos and I see they were found pretty recently (2002) so that explains why. But with such a keen passion for customer satisfaction, they will definitely go far.
September 9th, 2010 at 11:59 am -
Thomas Meyer said:
Sarah – thank you for the opportunity to make things right with your Sonos experience!
T
September 9th, 2010 at 5:40 pm -
teknoloji haberleri said:
In this day and age, it is refreshing to see a company so devoted to service, the customer, and doing what is right.
)September 10th, 2010 at 1:41 pm -
Silent Generators said:
Which is, by all suggests, fairly astounding. This shows just how potent social media is often. I’ve truly never heard of Sonos and I see they were found very lately (2002) so that explains why. But with such a eager passion for buyer satisfaction, they may certainly go far.
September 12th, 2010 at 9:41 am -
Home Generators said:
That is, by all indicates, quite astounding. This exhibits just how effective social media can be. I’ve basically never heard of Sonos and I see they had been discovered fairly lately (2002) in order that explains why
September 12th, 2010 at 9:43 am -
Plumber Sydney said:
haha awesome. They seem like a good company with great customer service. Well done to them.
September 12th, 2010 at 5:47 pm -
make cash on the internet said:
Glad everything worked out for you. I understand why you would want to write about your experience with this brand but what about the place that sold you the system? Anything happen on that end, just curious that’s all lol. It’s also refreshing to hear about a company that cares that much about it’s consumers. Ofcourse, this is a story about a company that is new and is trying to gain a foothold in the marketplace I wonder if this story would be a reality with a larger company?
September 13th, 2010 at 3:13 pm -
Cheap SSL said:
That’s certainly true. Social media helps emerging brands. We’ve been using facebook to get connected with our existing customers and future prospects in order to serve the best products and services.
September 14th, 2010 at 7:01 am -
sell textbooks said:
Wow that is an impressive response to a bad tweet. I guess it just goes to show how much Social Media has effected the everyday workings of companies. It gives them a new arena to expand and help their customers. I think that Sonos did the right thing. You are an avid blogger and many people do check out your site daily so it only makes sense that they needed to correct the situation.
September 14th, 2010 at 11:09 am -
Liposuction said:
Really good post to read. This shows just how powerful social media can be. I’ve actually never heard of Songs and I see they were found pretty recently (2002) so that explains why. But with such a keen passion for customer satisfaction, they will definitely go far. Social media is one of the main task behind great success.
September 14th, 2010 at 12:33 pm -
tires said:
That’s something really powerful Sarah! That’s really neat of the Sono’s PR rep to contact you and send you the equipment, really nice to see companies trying to mold and shape their awareness of their brand by doing things like that with social media!
Till then,
Jean
September 14th, 2010 at 11:56 pm -
Web Design Spinx said:
Social Media helps a lot in today’s world for branding. By this the brands are becoming more profuse in people. By social media not only brand but anything which you want to know people fast is by this media.
September 15th, 2010 at 4:15 am -
Sara Miller said:
Sarah, this is such a great story to hear. I have had my fair share of positive customer relation interactions via Twitter, and I’m always impressed, not to mention taken aback, that someone was reading 140 characters of my ranting, and then decided to do something about it. It is amazing to watch how social media connects people and I can’t wait to continue to watch its growth.
September 15th, 2010 at 6:58 pm -
car battery said:
I hope they remain this loyal to customer satisfaction years down the road also. I have seen often that a newer company does its best to please the customer but as times goes on and their brand is more popular, that dedication to the customer goes down a bit. Hope that the level of dedication and care that Sonos have shown in this example carries on for many more years to come. They will definitely be one of the best-selling brands if they do.
September 18th, 2010 at 7:03 am -
Liposuction said:
I just wanna say that social media has the power that can boost up any type of business. By social media not only brand but anything which you want to know people fast is by this media. Really great post and must read for all.
September 19th, 2010 at 6:31 am -
Liposuction said:
This is a really excellent read for me. Must admit that you are one of the best blogger I ever saw. Thanks for posting this useful article.
September 19th, 2010 at 6:45 am -
Laptop Briefcase said:
Cool story. It is not too surprising that an electronics store sold you the wrong equipment. They are almost always all about commission and making the biggest sale possible. It was good of the brand to step up and resolve the issue though. Service like that will go a long way.
September 20th, 2010 at 6:26 pm -
Computer Tips Tricks said:
Rare story but yet that’s certainly true. Social Media does help a lot in today’s world for branding and is rising fast.
September 21st, 2010 at 6:17 am -
Web Development said:
Interesting story. Social media is really great platform for promote branding and connect with your potential customers.
September 22nd, 2010 at 3:53 am -
bikram said:
I appreciate sharing your experience with sono and I think social media is changing how companies do business in general
September 22nd, 2010 at 3:00 pm -
Plumber Sydney said:
@laptop briefcase: Iwould have to agree with you there – i’ve had no end of trouble with electronics stores. But yea it was good work of them to step up.
September 22nd, 2010 at 5:33 pm -
tires said:
@laptop, you make a great point, always gotta be weary of those places that sale items based on commission! I always walk in with a distrusting attitude
Till then,
Jean
September 23rd, 2010 at 1:26 am -
Web Development said:
It’s really good example of good customer service. Online stores should use social media platform for promote brand and build a good reputation on the market.
September 23rd, 2010 at 6:59 am
