Marsh Responds to Facebook, Twitter Comments

When Marsh Supermarkets here detects customer unhappiness via its Facebook page or Twitter account, the chain reaches out to the customer to try to make amends, said Mark Heckman, vice president of marketing for Marsh.

INDIANAPOLIS — When Marsh Supermarkets here detects customer unhappiness via its Facebook page or Twitter account, the chain reaches out to the customer to try to make amends, said Mark Heckman, vice president of marketing for Marsh.

“We’re not talking to all of our customers every day, but when something happens that we feel is our fault, we have a pretty solid structure to make sure that someone that’s responsible for that area is in some kind of communication with that customer as quickly as possible,” he said yesterday during an SN-hosted seminar, “Capitalizing on Online and Mobile Couponing,” sponsored by Kraft Foods.

That kind of outreach, he added, “is a real opportunity to make a customer for life.”In fact, sometimes even senior executives at the retailer “make personal phone calls back to customers,” he noted. Heckman described Marsh’s mobile and online marketing efforts during the webinar, which also featured J.P. Beauchamp, vice president of the consumer and shopper insights division, IRI, Chicago. The webinar will be available on SN's website [3].

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