What is customer experience in social media?Social customer experience is the interaction of a brand with its customers on social networks. This is a set of followings, interactions, replies, likes, direct messages, comments, and reposts on all your social pages and profiles. This is an important part of the digital customer experience and should already be your customer experience improvement strategy, if not already formed.
Why is customer experience important?80% of people agree that customer experience is as important to them as the product/service itself. When your brand doesn’t deliver the social customer experience that your customers expect, it results in the following problems:
- Negative online reputation,
- Low word-of-mouth promotions,
- Slow responses on social media,
- Low customer lifetime value,
- Low customer base growth,
- High customer churn,
- High customer service costs,
- Compliance issues, etc.
What kind of social customer experiences do people expect to get?Customers’ expectations have evolved with the advancements in technologies today. Reports have shown what they expect brands to do next:
- Tell them what their brand stands for,
- Treat them like humans,
- Respond to them quickly,
- Talk about their pains/passions,
- Respect the privacy of their data,
- Be consistent across different marketing channels,
- Reward their loyalty with value, etc.
10 ways to improve customer experience with social mediaThe most important thing you should do is map a social customer journey. You need to identify the platforms your audience is on and how they interact with you on them. After that, you can apply the following 10 ways to improve your customer experience and get the most out of social media for your business.
Ensure all departments provide a unified social presence
Use social media to manage your online reputation
- Respond quickly to address issues,
- Be honest and accept your mistakes,
- Post a heartfelt apology,
- Offer complementary solutions,
- Launch a dedicated page for customers to share their suggestions (Just like how Starbucks did!).
Tap into your employees’ marketing potential
Facilitate outstanding customer service
Post content regularly without overdoing it
Monitor and respond to social media mentions
Humanize your discussions
Target social media for a narrow audience
Take advantage of analytics
Take efforts to adapt quickly