The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project
From the 10th Annual Shorty Awards

World Class Customer Service & Social Media

Finalist in Customer Service

About this entry

Bimbo Bakeries USA is part of Grupo Bimbo, the world's largest baking company. We believe that we deserve this award because our mission is to exceed world class customer customer service and social care consumer expectations 365 days a year - not just for a special promotion or a one time event but in all of our daily interactions.

In 2017, we will handle over a half million customer service and social media comments/inquiries for national and regional brands such as Entenmann's, Thomas', Sara Lee Bread, Boboli, Arnold, Brownberry, Oroweat, Sandwich Thins, Little Bites, Grandma Sycamore, Beefsteak, Mrs. Baird's, Stroehmann, Freihofer's, Nature's Harvest, San Luis Sourdough and Eureka just to name a few.

Consumer Relations & Social Care at Bimbo Bakeries USA means going above and beyond for our social consumers/fans. One of our core beliefs is that "We Value The Person". Based on that we have created a consumer-centered, best in class approach by responding promptly and efficiently to our consumers every day including weekends and holidays - 365 days a year on social and for customer service, we are an after-hours phone call away.

All of our contacts are handled internally by Bimbo Bakeries USA associates who personally know and love the brands. They provide that personal touch and response that our consumers/fans have come to expect and love!

Why does this entry deserve to win?

We have established a program in which there is constant communication between the Call Center and the Social Customer Care team. The Social Customer Care team notifies the Call Center of potential social consumers who will be contacting them through the 800 number or who need to be contacted. Dedicated Call Center Representatives personally reach out to social consumers who have an issue or question. Weekly in-person meetings are held with the Call Center Representatives and Social Customer Care team to discuss consumer complaints, requests, marketing campaigns, new product launches, trending topics and much more. Each social site has its own unique voice. Our Social Care team creatively engages with fans using its own voice.

Most notably are our response times versus our competitors.

Bimbo Bakeries USA - Year To Date Facebook Average Response Time is 4 hours 28 minutes, well surpassing our Competitor's Year To Date Facebook Average Response Time of 33 hours and 5 minutes!

Bimbo Bakeries USA is very proud of our 99% Year To Date average response rate to consumer/fan questions on social compared to our competitor's Year To Date average response rate of only 70%!

Another aspect that sets us apart is that we give our consumers choices. Whenever possible, we resolve the issue immediately using their preferred contact method and platform - private message, a personal call from one of our associates at their convenience or they can call directly into our Call Center Hotline. Our Contact Center associates make Social Media quality issues their number one priority.

The World Class Key Process Indicators (KPI's) that we deliver are hard to match and you will likely not find any other Customer Service Department that delivers these high standards...

2% or Less Abandon Rate, 10 seconds or less Average Speed to Answer, 3 minutes or less Average Handle Time and 92% service level within 80 seconds with is extremely rare!

In addition, if a consumer requires coupons, they are sent out the same day the consumer contacts us by our internal team members and not a fulfillment agency, which further ensures a quality experience for our consumes!


World Class Consumer Relations & Social Care is at the forefront of our philosophy as you can see from the numbers listed above!

These numbers further demonstrate that we have one of the most, if not the most, responsive, cohesive team in the Consumer Packaged Goods Industry.

We have won Awards from Socialbakers, who specializes in global social media analytics, for our Social Customer Care. Our team has achieved a 100% Response Rate for several of our larger, national brands for being Socially Devoted (Thomas' and Entenmann's). In addition, Bimbo Bakeries USA was named a top finalist from across the world for Best Social Customer Care by the Incite Group, a world-wide business intelligence company.

Our mission is not only to be a World Class Consumer Relations and Social Care leader but to be a visionary and lead the way for the entire industry and we are proud of our success to date.


Entrant Company / Organization Name

Bimbo Bakeries USA