California Tortilla is known for giving out free tacos if customers use the secret password, celebrating National Pop Tart Day with free Pop Tarts and other promotions that engage customers to keep the conversation going. With nearly 40 locations, the taco chain has its ear to the ground and takes monitoring customer feedback a step further than crawling Twitter and other social sites. The chain addresses each individual piece of feedback at the corporate level.
Each week, California Tortilla fields about 100 comments through e-mail, says Stacey Kane, director of marketing. In addition, about 30 comments are responded to online, mostly coming through Twitter.
If the feedback comes through e-mail via the website, all corporate team members — including the CEO — sees what customers have written. The field team sends it to the franchisee and addresses the content of the e-mail, then Kane follows up with the customer.
When the feedback comes through Facebook, Twitter, Yelp or the blog, Kane addresses it online by saying “Please e-mail [Kane's e-mail address] so we can make it up to you.” The customer usually responds, and Kane replies and then forwards it to the corporate team.