Blue Cross Blue Shield of Massachusetts, Boloco, Rue La La, and Zipcar aren’t just some of Boston’s biggest brands; they’re local institutions. Some might say that that’s where the similarities between these B2C companies begin and end, but you’d be surprised to realize that the insurance provider, fast casual chain, members-only online retailer, and car-sharing service all take a similar approach when it comes to communicating with their customers. Spoiler alert: they actually do.
Blue Cross Blue Shield
Their Member Center, dubbed to have “everything you’re looking for”, is a clean and simple interface that offers subscribers exclusive access to mobile apps, discounts, informational resources, a Healthy Times newsletter, and more. BCBS even has a Twitter account dedicated specifically to members, which they use to interact, answer questions, and provide useful information from 8am to 6pm Monday through Friday. Mindful of the fact that people are more plugged in than ever before, they’re giving members an alternative to waiting on the phone for everything from password retrievals to claims.
It’s no secret that we have love for Boloco, and we know we’re not the only ones. Offering so much more than “Inspired Burritos”, they keep customers engaged across mediums, from their blog to Boloco TV, and coming back for more through unique contests and all-around attentiveness. Boloco is prolific on Twitter and Facebook, efficiently interacting with followers to right customer service wrongs, feature photos taken by their fan base, and monitor virtually every mention of their brand.
Rue La La
The “destination for desired brands” popped up on the Boston scene a few years back, and retail hasn’t been the same ever since. Rue’s cult following spans Pinterest, Twitter, Facebook, and beyond, and their blog is continuously updated to achieve a perfect balance of in-your-face and aspirational. Beyond producing their own winning content, Rue constantly embraces their best asset of all–their loyal members–and isn’t shy about spreading the love they receive.
The provider of “wheels when you want them” prides themselves on being as easy to reach as possible. No easy feat for a company with 20 offices spread out across the globe, but they somehow get the job done. Beyond providing detailed contact information on their site for actual human beings, they are incredibly responsive on their local and corporate social media Channels alike.
As surprising–and seemingly unsustainable–as it can be to see big brands connect so closely with their customers, it’s a terrific strategy that should be employed more often. It’s not easy, but open and interactive dialogues promote a level of loyalty that’s more than worth it.
