Case Study: Herschel Supply Co. achieves 20% lift in customer service satisfaction and 60% increase in positive brand sentiment with Hootsuite

Lessons from Herschel’s social media manager: how to build customer loyalty

Herschel Supply Co., founded in Vancouver in 2009, designs and sells backpacks, bags and travel accessories to a fashion‑inspired, tech‑savvy audience. The brand relied on a single customer‑service rep answering email and phone inquiries, which created a perceived communication lag and low customer sentiment as social channels became the preferred support route.

Herschel launched a dedicated @HSC_Support Twitter handle and used Hootsuite to monitor hashtags/keywords, manage search streams, and respond proactively — aiming to answer every question and share curated, channel‑specific content. The shift produced measurable gains: a 20% lift in customer‑service satisfaction, a 60% increase in positive brand sentiment since joining social channels, roughly a 2‑hour Twitter response time, and stronger customer engagement overall.

Herschel Supply Co.

Allison Butula

Social Media Manager, Herschel Supply Co.