4 Steps to Improve Customer Experience with Social Media

Social media has been the marketing buzz almost since its inception. And even though your business absolutely needs to use these channels as part of your marketing strategy, it's time to move on to thinking about your social networking pages and managing solely in terms of marketing for the purpose of acquire customers.

You must use social media to enhance the experience of your customers with your brand. It's time to delight.

Preparing the Ground: Engage Your Customers, Do not Bomb Them

While some less savvy companies can think of their social media accounts as a free ad publisher, this is not the case, thanks to the ever decreasing scope of social content organic. In addition, no one rejoices in an endless deluge of promotional material, after which you might find people who disagree, and no doubt, who will not follow you.

When creating a content calendar, you need to consider what your social media subscribers expect not to follow you. They probably want to hear about sales and promotions; maybe they like discovering new products the moment they launch; or they might be interested in news from your industry.

In addition to occasional sales messages, you should introduce your culture and create a conversational environment in which customers feel welcome to give their opinion. Ask their opinions. The new Instagram Survey feature in Instagram Stories (aka Snapchat 2.0) is a great example of a fun way to engage your customers in an authentic way while learning what they like or not. do not like it.

Pro Tip : To add a poll to your story, use the "Poll" sticker on the sticker menu. Here you can enter a question and two answer options. When users look at your story and answer, they see what option is in mind. Story creators can then see the respondents by viewing the story and dragging their finger up.

Treatment of customer service requests and comments

Consumers are increasingly making their decisions to buy online – from research, navigation and the purchase of goods and services through the use of the product or the service. It follows that they also take their customer service requests online. If they've bought from you online, it's all the more likely that they're waiting to engage with you online after the purchase.

For retail stores, customers do not have a faster and easier way to connect than through social media. And when they contact retailers via Facebook, Twitter or another platform, they will probably do it publicly. It comes with its own set of challenges. But business marketers selling products or services online should consider it primarily an opportunity.

You now have the chance to introduce your customer service and to please a client. Of course, this also means that the stakes are high. Here are four key tips for handling customer service requests and social media comments.

1. Choose and form the right representative

The first step to improving your customers' social media experience is to carefully select the employees or people who will take on the task of customer service on your social networks. This is not a task to delegate to a trainee simply because they "understand the social" more than anyone in your company.

It is more important to choose someone with the right skills to deliver the best possible customer experience. If you do not feel comfortable in allowing your delegate to meet clients in person or answer their questions, you should not name them as a social answering machine. This position requires training just as much as any other client item in your organization.

Pro Tip : With my team, I preach an acronym, L.E.A.R.N. (listen, understand, apologize, respond, and now), to handle customer complaints, objections or comments. I love this acronym because the steps are explicit and provide a framework for reflection and response to customers in real time.

2. Responding with a sense of urgency

Time is really a key factor here, especially with negative feedback. When people see an unanswered complaint, it sounds like an escape – or worse, indifference. Boxed, emotionless and impersonal responses can amplify an already negative situation.

To avoid this, customize all customer responses on social networks. Create basic rules for those who use your social networks throughout the day: Use the client's name; to be authentic make sure that they feel like someone from your operation has taken the time to really answer their problem or question. If there is a problem or problem, provide a correction publicly if possible.

Pro Tip : If the problem requires investigation, invite the customer to contact you by private courier on the social platform that he has already used to contact you. For example, when a customer writes you on Twitter, do not ask them to call your 800 customer service number; just ask them to send you a message directly via Twitter. And that should be self-evident, always stay professional and polite.

3. Do not neglect positive waves

While it may seem obvious that you need to handle complaints, you should also react and amplify positive comments. Aside from word-of-mouth, social is the medium through which customers can quickly and easily become advocates for your business.

That 's just a simple recording letting their friends know that they have visited your store, a review detailing their experience or other rewards made public by a customer, any exhibition is good for your business. Retweet, share and thank users who mention your brand.

Pro Tip : Offer discount codes, gifts or other incentives to further delight your satisfied customers. These tools should not be reserved solely for service recovery. You can transform someone with a warm view of your business into a brand ambassador by making them feel valued.

4. Mine data for trends and opportunities

Your job is not done once you answer individual customers. You now have the opportunity to collect all data and identify trends, common pain points of customers or requests for new features / products.

Companies have often used surveys to try to measure customer satisfaction and identify opportunities. Now we have customers coming directly to the company with this information via social media.

Recording customer feedback can offer great value to your business. It can be used to create a FAQ page on your website, generate blog content for an effective incoming strategy, identify keywords that you should monitor, or make improvements within your company.

The key is to always remember to keep the "social" in social media. Treat your customers as valued human beings who have something to say that is worth it, and you could receive more than just followers. You could cultivate the kind of brand loyalty that turns casual buyers into lifelong promoters.

Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. The authors of the staff are listed here.