As a marketer it’s your job to acquire new customers, increase revenue and build your brand. It’s also your responsibility to utilize the resources you have to provide good service that lends to good customer experience.
If you really think about it, marketing and customer experience overlap. Customer experience envelops the entire life cycle of your customers, and your marketing tactics likewise have to hit customers at every point of the life cycle. You have to bridge the gap between what your customers demand and what you deliver them.
Offering a quality customer experience has always been important, no matter what your business is or what services or products you offer. But compared to 20 years ago, today’s customer has a great deal of control over your brand’s reputation. Your customers are self-empowered. They take the necessary time to educate themselves before making a purchase. They choose to engage with your brand via whichever social platform they prefer. And it doesn’t matter which platform they choose or how often they engage with your brand, they expect you to always provide excellent customer service.
So unlike what some of your competitors might do, you can’t utilize social media as an isolated digital marketing channel to sell and promote your services or products. If you’ve been using social media platforms to only promote what you do and offer, you’ve probably noticed a drop in followers and engagement levels.
Social media is a meeting space; it’s a two-way street that requires talking and listening. Ask your audience for their opinions, comments, questions and any ideas they might have on how to improve what you do. And after you’ve done that, spend the majority of your time and focus listening to your customers’ responses.
When you use it to listen, social media becomes even more powerful for you. Spending ample time listening to your customers lets you gain better insight into their problems, their wants and what you need to do to help your brand succeed. If you want to create a better connection with and experience for your customers, follow the law of listening and develop a social listening strategy. Be sure with your strategy you:
- Establish keywords and topics to monitor
- Track any online brand mentions, even the misspellings
- Follow industry conversations
- Monitor the social media platforms where your target audience is
- Dictate who will be analyzing and digesting the received data
- Respond in a timely manner to all comments and feedback
Customer experience is one of the most (if not the most) important roles within your organization, in any organization. You have to make the customer your top priority. Focus on how you can add value to the online conversations already happening on social media for your audience that’s also relevant to your business. It’s what the successful brands do, such as Amazon and Zappos, and wouldn’t you like to achieve the successful results like those brands?
When you shift your focus from a marketing platform to a customer experience tool, social media is a way to obtain, engage and keep customers.
Join us at our event on May 4 to learn more about how to create the best customer experience.