by: Finella Kristle Panlilio
Thursday, August 6, 2015 |
Organizations have long struggled to provide a unified customer experience - be it in marketing emails or customer support calls to in-person sales meetings or in-store interactions. Now, the hype of social media has changed the customer experience game. Word-of-mouth reach is wider than ever, what with the unlimited access of customers to social media platforms, review sites, and blogs. This puts customer touch points on a scale that many organizations can’t meet, leading to social media strategies that aren’t customer-centric.
Gartner identifies three common signs that your social media strategy could be harming the customer experience:
Your social media strategy doesn’t account for responding to posts.
Responding to every social media post about your brand isn’t always the best route. You must first decide what your organization is trying to achieve with its social strategy. Most organizations choose to respond to posts that require customer support, present themselves as easy marketing opportunities, or show inclination to purchase. However, organizations like those in the energy and utility, pharmaceutical, or public transportation industries opt out of responding based on their business objectives.
Your knowledge of your social media strategy is that it’s something marketing handles.
That employees aren’t sure what social media-based activities are already happening within their organizations is a key challenge for many companies. When multiple departments use multiple social customer tools, not only is it a waste of money, market data and insight and social customer histories are also lost. Customers may get conflicting messages if both customer service teams and marketing teams - that don’t know of the other’s approach - are responding to social media posts that mention the organization. To optimize organizational resources and deliver a consistent customer experience, reconcile unique and repetitive business objectives.
It’s unclear if the people your organization is engaging with on social media are customers.
Many organizations find it difficult to leverage social as part of a unified customer experience, mainly because interactions and customer profiles are not captured or linked up to existing customer records. Being able to tie social interactions back to customer records makes it possible to enhance customer experience, minimize disconnected communications, and ultimately increase customer retention. Regardless of the channel, today’s customers expect businesses to sustain interactions with them that are connected, convenient, consistent, and personalized.
Consumer expectations for engagement with brands will continue to evolve, creating a push for enhanced communication and personalized interactions. Only organizations that meet and exceed customer expectations and create engaging and consistent interactions will have the upper hand in customer experience and retention.