View Larger ImageA Biting Review: An example of turning a negative experience into a positive one through the power of online listening, understanding and customer engagement 
By KinderCare Learning Centers
A mom of one of our KinderCare students in Pennsylvania was fed up with her preschooler being bitten while in our care -- the little girl was hurt 17 times by a classmate. As a final straw, the mom photographed the latest bite on her little girl's cheek and posted it on our Facebook site late one evening. She explained how upset she was and that she wanted to know our policies. Our digital community team saw the post immediately and pulled in customer care. Together, they mobilized the district manager of her area, who met the mom during drop off the very next morning. This mom had our attention. Local management worked out a plan to help mitigate the bites in the future. The mom had a follow up post the same day thanking us for such a rapid response and that she always recommends KinderCare. She was grateful that she was heard and taken very seriously. We were grateful for the opportunity to give this mom a forum, where we listened and quickly responded to her needs.
Our focus on families has helped grow our Facebook community to nearly 10% of our customers. We don't have products, we have children and we take our responsibility for those children and their families very seriously. Our approach is completely transparent, we engage and respond, we don't block and delete. Our efforts have become very successful for us, decreasing our customer service inquiries through phone and email by 31% year over year, thus resulting in operational cost savings in addition to truly understanding what our families want. At KinderCare, our community team manages multiple social media accounts with one overriding mission: to give every family we serve a voice and a community to share their experiences with one another. Listening, transparency and understanding are at the core of everything we do. When a parent uses social media to lodge a complaint, we don't delete the post - we get to the root of the problem and triage it because it's the right thing to do.
January 2011 to present
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Report Inappropriate Review The creators have done such a great...
Reviewed December 30, 2012 by james
The creators have done such a great job with it. The customer is able to get a great experience from this all here. I see so many wanting to take part in this so much. Woodbridge pizza
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Listening with no action is worse...
Reviewed September 16, 2011 by joseph
Listening with no action is worse than not listening at all. Way to turn the situation around.
Report Inappropriate Review I like the personal customer service...
Reviewed August 23, 2011 by Isabelle V.
I like the personal customer service while listening to your clients proving that you can listen and save money w/customer svc
Report Inappropriate Review Initially when I saw your community...
Reviewed August 22, 2011 by Ellen Jane
Initially when I saw your community I couldn't understand why you didn't get into specifics when parents complain. I decided to read more information on your community and it became clear that you are protecting a child's whereabouts and other identifiabl
Report Inappropriate Review Love that you recruited and hired...
Reviewed August 21, 2011 by Cyndy
Love that you recruited and hired a KinderCare parent to manage your community! That's listening to your customers!
Report Inappropriate Review This is a very simple strategy...
Reviewed August 15, 2011 by Brian
This is a very simple strategy which is truly quite effective.
Report Inappropriate Review Glad to see the caring attention!
Reviewed August 11, 2011 by Anne
Glad to see the caring attention!
Report Inappropriate Review Glad to hear of this use of social...
Reviewed August 11, 2011 by Scott Holm
Glad to hear of this use of social media. Nothing is more detrimental to a company like Kindercare than ignoring the issues that upset parents the most. Way to be proactive and turn this story around.
Report Inappropriate Review Many companies in the care of children...
Reviewed August 11, 2011 by Janet Johnson
Many companies in the care of children shy away from social media. I applaud Kindercare for their responsiveness and transparency!
Report Inappropriate Review Great example of the power of social...
Reviewed August 10, 2011 by LC
Great example of the power of social media -- customers and companies can talk directly to each other to resolve issues and create a better experience. Your transparency is impressive.
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This forum is a place where I can...
Reviewed August 8, 2011 by KC parent
This forum is a place where I can bounce questions off the community and share thoughts about what my child is learning and how they are being cared for. As a dad I find it invaluable that the company really cares about my family.
Report Inappropriate Review Reading about this situation, I...
Reviewed August 7, 2011 by rkm21
Reading about this situation, I was honestly surprised that the first reaction wasn't to pull the post down. Reacting proactively to fix the problem, and in a public way was high risk/high reward and I commend the team at KinderCare for taking on the prob
Report Inappropriate Review I imagine Gen Y is a big demographic...
Reviewed August 5, 2011 by Paul
I imagine Gen Y is a big demographic for your customer base and social media is essential to do business with this age group.
Report Inappropriate Review This site is awesome!
Reviewed August 5, 2011 by Mommy3055
This site is awesome!
Report Inappropriate Review This is a good parenting resource.
Reviewed August 5, 2011 by A mom
This is a good parenting resource.
Report Inappropriate Review A true community - like a family...
Reviewed August 5, 2011 by HH
A true community - like a family you take the good with the bad. This page has an effective strategy.
Report Inappropriate Review Honest input=business success
Reviewed August 5, 2011 by Simon
Honest input=business success
Report Inappropriate Review Many large brands delete negative...
Reviewed August 5, 2011 by Kozzie
Many large brands delete negative comments. It's refreshing for a company to embrace social media norms. Kudos!
Report Inappropriate Review Excellent recap of a great social...
Reviewed August 4, 2011 by David
Excellent recap of a great social media -- and customer service -- success. Worthy of sharing with a wide audience. Lessons for any industry.
Report Inappropriate Review This is customer service at its...
Reviewed August 4, 2011 by Andrew
This is customer service at its finest. I wonder if the KinderCare's digital community team has a social media strategy and/or policy that other companies could benefit from seeing.
Report Inappropriate Review Social media 2.0 is customer engagement...
Reviewed August 4, 2011 by Alicia
Social media 2.0 is customer engagement and the backbone to this movement is listening. This is Social Media 2.0.
Report Inappropriate Review Your customers will tell you what...
Reviewed August 4, 2011 by Connor
Your customers will tell you what they want - and they did. Nice job focusing on the situation so you can hear them.
Report Inappropriate Review This is a fine illustration of...
Reviewed August 4, 2011 by laurie
This is a fine illustration of listening.
Report Inappropriate Review Good for this mom for speaking...
Reviewed August 4, 2011 by ashley
Good for this mom for speaking up. Good for your team for getting to the bottom of the issue.
Report Inappropriate Review Not many companies would lead with...
Reviewed August 4, 2011 by Denise B.
Not many companies would lead with a negative review and say this was a success for the team. This is what social media is all about and the call reduction is a nice benefit. Great.
Report Inappropriate Review Excellent work. It's fantastic...
Reviewed August 4, 2011 by Annie
Excellent work. It's fantastic that a large company like yours has joined the social networking world to bridge the communication gap between parents and "the suits".
Report Inappropriate Review Forget Farmville, *this* is what...
Reviewed August 4, 2011 by Melissa
Forget Farmville, *this* is what social media is really good for. Great case study story, and so nice to see that there are organizations out there who truly care about their customers. Huzzah!
Report Inappropriate Review Kudos for personally engaging with...
Reviewed August 4, 2011 by Jim
Kudos for personally engaging with the customer right away and taking actions to let them know that you're listening.
Report Inappropriate Review Great use of social media!
Reviewed August 4, 2011 by Brian
Great use of social media!
Report Inappropriate Review Awesome to see that major corporations...
Reviewed August 4, 2011 by Sheryl
Awesome to see that major corporations are taking the social channel so seriously. It is so important in customer service/satisfaction and brand perception!
Report Inappropriate Review It's nice to see a company that's...
Reviewed August 4, 2011 by Kara
It's nice to see a company that's not afraid of negative comments and that treat them as a learning opportunity.
Report Inappropriate Review Wonderful team providing great...
Reviewed August 4, 2011 by Lisa
Wonderful team providing great Customer Service. Keep up the awesome work.
Report Inappropriate Review It’s wonderful that the social...
Reviewed August 4, 2011 by Alyssa
It’s wonderful that the social media team not only provides a voice to families but more importantly listens and responds with complete transparency. Social media at its finest!
Report Inappropriate Review Love how their social media team...
Reviewed August 3, 2011 by Krista
Love how their social media team really helps parents and stays completely transparent. Great use of social media!
Report Inappropriate Review Social media is about empowering...
Reviewed August 3, 2011 by Mary
Social media is about empowering consumers and this is a great example of how a company can help a customer simply by hearing what they are saying.
Report Inappropriate Review A difficult situation turned around...
Reviewed August 3, 2011 by Scott
A difficult situation turned around with great care and undersanding...
Report Inappropriate Review Being willing to engage real people...
Reviewed August 3, 2011 by Alison
Being willing to engage real people with real concerns in a totally open way is tough and this team does a fabulous job.
Report Inappropriate Review The team does an incredible job...
Reviewed August 3, 2011 by Burt
The team does an incredible job of facilitating conversations between our parents and our staff. The transparency is fantastic! there is never a blocked user or a deleted post!
Report Inappropriate Review This team does an excellent job...
Reviewed August 3, 2011 by Colleen
This team does an excellent job of engaging our families.
Report Inappropriate Review Great Customer Service!
Reviewed August 3, 2011 by Kori
Great Customer Service!
Report Inappropriate Review This is interesting. It's nice...
Reviewed August 3, 2011 by Karyn
This is interesting. It's nice to see a focus on transparency which is a vital tool for understanding your customers. Nice job.
Report Inappropriate Review This team is the best.
Reviewed August 3, 2011 by Darrell
This team is the best.
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