Today, the customer experience has become a top priority for all businesses. It manifests itself in different forms and is more or less complex. We sometimes talk about a simple customer relationship right down to the customer journey. It is therefore to be considered both online and offline.
To retain or engage customers on the internet, social networks have become essential today. They represent an important point of contact in establishing relationships with them.
Used properly, they are a great way to build customer loyalty. Find out how social media can help improve customer relationships.
Call on a Community Manager
Facebook, Instagram, Tweeter and even LinkedIn have become inevitable in terms of communication. However, not all social media users are professionals in the field.
Community leaders are the main representatives of your brand and the spokesperson for your business on the Web, and in particular on social networks.
Training in community management can be followed in a specialized training center, done on the job or via online courses. However, it is better to choose a professional from formal training. The training must be based on the fields of communication, marketing or multimedia.
Your community manager must also be sufficiently competent and have a solid customer experience on the social networks on which your brand is present.
In order to be efficient in terms of customer relationship management, your community leader will have to work in collaboration with customer service, marketing, sales, communication and even with human resources. This is to provide your customers with personalized follow-up according to everyone’s expectations.
Share Relevant Content on Social Networks
Having followers is not the end. If you continually post advertising offers on your social networks, be sure that you will end up losing your fans. The relationship with your customers will only be based on this repeated advertising.
If you are used to doing this, now is the time to review your strategy. It would be interesting, for example, to offer quality content with high added value to your community (like informational content that addresses their problems).
Your notoriety on Facebook, for example, depends on how your audience interacts with your brand. The more reactions, clicks, shares and comments, the more your publications will be able to reach your target customers.
Otherwise, the result will be far from what was expected. You can therefore opt for an editorial strategy, by sharing videos, blog articles or even infographics, in order to provide a satisfactory response to the needs of your audience.
Communicate with Your Customers by Replying to Their Messages
It is not enough to respond to customer messages, but it must be done on time. If you do not respond quickly enough to their concerns, you will see negative comments from your customers spreading on social media. Fortunately, there are tools to help you follow what customers are saying and respond quickly.
By optimizing your response time, you not only delight your customers, you also improve your income. A Twitter report found that airlines responding to Tweets in 6 minutes or less earned customers who were willing to pay $ 20 more per fare.
In addition, responding quickly demonstrates the importance you place on customer feedback. This also gives them confidence in taking charge of their needs within short deadlines. So they know they can count on you if something goes wrong. These are benefits that customers are willing to pay.
It is important to note that while it is essential to react quickly, a standard automated message is not sufficient or really engaging. An automatic response could serve as a simple acknowledgment of receipt or as a welcome message. But human assistance by an adviser or by the community manager should quickly take over.
Social media is an intimate way to communicate with your customers. It’s also where your followers interact with friends and family. People expect their discussions with companies to be as comfortable as a conversation with a friend.
For brands that link to social media, it makes sense to adopt personalization. When you speak directly to customers:
- Use their first name when possible;
- Sign the comments with your team name or company name;
- Let your customers know you’re there for them.
Respond to Positive and Negative Comments
It may happen that some of your followers are unhappy and let you know through their comments. In most cases, the goal is for this reaction to be seen by everyone. It would be a mistake to ignore them. Dissatisfied customers should not have this feeling of neglect and disregard. If this is the case, they will experience a bad customer experience or at worst a bad buzz.
You should always remain professional, regardless of the nature of the comments. Show all of your customers that you have taken the problem into account, and that you will get back to them with a solution as soon as possible. It’s important to know that an unhappy customer talks to about 20 people on average.
This also applies to positive comments. You must personalize your response so that the customer really feels served. A study shows that 68% of customers say that positive reviews lead them to trust a company even more.
Twitter, the Social Network Best Suited to Customer Relations
To date, the social network best suited to customer relations remains Twitter. The network allows customers to be isolated via a private message and no longer to restrict their explanations. The interest lies in the immediacy of the network, where the responses provided are generally very quick and at worst made during the day.
The fastest can respond within minutes of a customer’s problem. It all depends on the quantity of requests and the complexity of the problem encountered.
We advise when possible to use Twitter to resolve a problem, rather than a hotline or via a dedicated form on the website. On the one hand you may have to trade with an online beginner. On the other hand, it will sometimes cost you several days to wait, before receiving an answer that may not be satisfactory.
Twitter also restricts the first level of explanations (before the MP) to 280 characters. A way not to pollute the thread of a bunch of grievances. The fact that this type of message is exposed to everyone’s view encourages the brand to respond as quickly as possible to avoid tarnishing its image.
Finally, do not hesitate to share your positive opinions on your social networks by thanking the people concerned.