November 18, 2010, 11:48 AM

Threadless leans on Facebook for more customer service tasks

The online T-shirt retailer aims to answer queries more quickly via a Parature application.

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Online customized T-shirt retailer hopes to resolve customers service issues more quickly through a new application it has put on its Facebook page.

The application, from Parature Inc., enables the retailer’s 180,000 Facebook fans to click the support tab on the Threadless Facebook page to access frequently asked questions that so far include queries about shipping and the rights to T-shirt designs submitted to the company. Threadless produces T-shirts based on artwork designed by consumers.

Threadless shoppers also can submit questions not addressed by the FAQs that Threadless employees then answer. The application enables Threadless to monitor key terms in the customer inquiries, which helps the retailer decide which customer service issues require quicker responses.

“Our approach to support is shaped by our online community and their need for transparency and immediacy,” says Brianne Hattaway, director of customer support for the online retailer. “We can reach out to our customers on Facebook even more than before and give them a fluid support experience across different channels with the personalized support that Parature enables on our site.”

Threadless pays a monthly subscription fee for the Parature application, though neither the retailer nor the vendor detailed the costs for the  service. A Threadless spokeswoman says the retailer does not offer customer service via phone.


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