Managing customer interaction online should not be confined to just addressing complaints. Small business owners miss important opportunity to build long-term relationship with their customer in doing so. Business owners should look into interacting with their customers on a regular basis via social media. This will not only help them keep pulse on what their customers are thinking, but also will increase their sales and profit. Customers are interacting with the businesses online in search of quick and effective response. That is what small businesses need to harness.
The Key to Customer Interaction in Social Media
Managing customers online, and in social media means is not confined exclusively to manage complaints and claims, but it is a step further in managing overall customer experience. Social networks help businesses improve direct contact with the customer in such a way that it improves customer conversion, maintains customer retention and achieves long-term loyalty.
To ensure adequate attention to customers, a swift response is crucial. The speed of response is what will make you stand out from the rest and give your business the competitive advantage. 82% of customers believe that the speed at which they receive useful and effective response is the key to improving their experience. To achieve this goal, social networks provide a very effective tool.
According to data collected by Marketingquery on small business and social customer service, 80% of customers would require some kind of help or support when completing their online purchase. 70% say they will continue to do business with those companies that provide them the necessary support and help in completing their purchase.
The sad truth is, for 60% of brands the primary function of social networks is as a marketing tool, not to exploit its potential as a way to connect more directly and effectively with customers. Meanwhile, 55% estimated that in 2020, the cornerstone of business will be to focus on ensuring a fully satisfying customer experience.
Digital and Social Strategy
When using social networks as a way to improve customer service, remember that consistency and professionalism are the two most important factors. This means a very different set of skills are required to develop marketing strategy to be successful.
From a marketing standpoint it is necessary to summon creativity, analytical skills, and mastery of technology to ensure positive customer experience through digital channels. It is also necessary to show actual service flair as well as have patience, empathy and ability to solve problems. Above all, having a good knowledge of the company and its products or services will facilitate the task of achieving positive customer experience.
While a marketing strategy pursues customer impact and increases brand awareness the customer-centric strategy should aim to improve their satisfaction with the company, achieving customer retention, build customer loyalty and reach.
Despite having different objectives, marketing and customer-centric strategies do agree on the use of some tools and techniques, such as social monitoring. Customer centric strategy needs social CRM and access to historical customer. On the other hand, digital marketing would not be effective without analytical or content marketing actions.
