Warby Parker's Customer Service Secret

Warby Parker, the industry-disrupting seller of stylish, affordable eyewear, noticed fewer customers were using its 1-800 number and more were turning to Twitter to pose questions. But the retailer found it difficult to answer complicated questions, such as those about prescriptions, given Twitter's 140-character limit. Looking for a way to interact with customers outside the constraints of Twitter, the company's social media team started shooting videos of themselves answering questions, uploading the videos to YouTube and replying to customers’ tweets with a link to the video.