Local business uses social media to keep customers happy

NOVI (WXYZ) - Long before the first Biggby bean is ground, before the first drip drops, before Risa adds the first swirl of whipped cream, Bob Fish is patrolling his far-flung coffee empire like some virtual barista from the keyboard of his computer.

Fish is founder and CEO of Biggby Coffee , a Michigan-based chain with 115 stores nationwide, but on Twitter and Facebook he’s better known as “Biggby Bob” ( @biggbybob ). He is a constant presence on the social networking sites. If there is a single comment, criticism or complaint Bob will most likely respond within minutes.

“We’ll also take care of things that weren’t really our fault,” Fish tells us. “We had a woman for example had a rough day went and got her caramel marvel went home got in her garage put her cup on top of her car and it fell off. It’s nothing we did wrong but we got a hold of her right away and said we’re going to send you another drink.”

It goes back to when Bob opened his first shop fifteen years ago and actually worked behind the counter handing customers their drinks, talking to them about what they liked and didn’t like.

“What social media has done for me is allowed me to lean over that counter and continue that conversation, but with 115 stores,” says Fish.

Judging by the comments on Twitter Biggby Bob’s one-on-one touch, even from a distance, has created a loyal customer base.

“They love it!” Bob says. “They love the fact that somebody like a CEO called “Biggby Bob”, is very approachable and willing to engage with a customer.”