ERP News

Keys to customer engagement on social media CRM

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Responding to positive and negative customer inquiries on social media is important, industry experts say, and that can go far in retaining customers and promoting your brand.

During the past 10 years, the rise of social media has disrupted everything from media to politics to the way businesses interact with customers. While companies once were able to engage in one-on-one conversations with disgruntled customers, unsatisfied consumers can now blast out complaints for all to see.

The rise of social networks initiated another channel that brands needed to use to interact with existing and potential customers — making the idea of social media CRM a reality. Between Facebook and Twitter — and, to a lesser extent, Instagram and Pinterest — the power dynamic between customer and company switched to customers who have the capability of making a brand go viral for all the wrong reasons. Not only do companies need to develop a strategy for customer engagement on social media, but they also need to do a better job of connecting those social personas with existing or potential customers.

“Can an enterprise respond to everyone? Of course — it’s a matter of if they invest enough,” said Dan Gingiss, vice president of Persado and author of Winning at Social Customer Care: How Top Brands Create Engaging Experiences on Social Media. “There are a lot of examples that start with someone who’s angry with a company, and by engaging and helping them, they turn a detractor into a customer.”

Easier said than done

Gingiss believes that companies, regardless of their size, should respond to every social media inquiry, but it’s easier said than done. For the first couple of years, when consumers took to social media for questions, compliments or concerns, brands would shy away from dealing with criticisms, primarily working to answer neutral inquiries. But consumer expectations have shifted; companies are expected to be responsive to customer engagement on social media.

According to a 2018 survey by social media messaging company Conversocial, 81% of approximately 2,000 consumers surveyed said their digital service expectations are higher compared to last year, with 37% acknowledging they’ve used digital channels for customer service. As for customer retention, 57% of those surveyed claimed they stopped doing business with a brand due to poor digital customer service.

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Article Credit: TechTarget

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