Social media has changed the game for both consumers and companies in so many ways. Even in the past ten years we have seen huge growth with companies across every industry beginning to develop a social media presence in order to promote their services and products, while also gaining invaluable information and feedback from their customers. Companies need both positive and negative feedback in order to grow, so they know what’s working and where they need improvement. Social media sites like Twitter and Facebook give customers a place to bond with a community, give instant feedback and stay connected with their brand.
A study about Customer Experience Marketing showed that customers expect the same experience throughout every point in their purchase from researching the item, to purchasing, to shipping, to billing, etc. the customer wants the same guaranteed satisfaction at every level of the process. Customers also want the same experience across all social media channels, ie: Twitter, Instagram, Facebook, company website, etc. Point being, companies have to offer the best services at all purchasing stages on every social media site in order for their brand to have sustainable success.
Why would a company focus on customer experience marketing through social media sites? Well, for many reasons.
- It’s fast & it works both ways: Customers have a good/bad experience, companies find out on social media immediately. If the company deals with the problem properly, the situation can be righted, and they have just converted a naysayer into a brand advocate.
- It’s user-friendly: Social media sites are growing rapidly in popularity, and they are easy to navigate for customers to connect with brands and companies for information, promotions, etc. and it is easy for customers to give instant feedback.
- S.M. works smarter not harder: Companies who are using social media the right way, have made their efforts cost effective and time efficient. Before social media if a company wanted to get feedback they would normally send out surveys, which is expensive, time consuming and doesn’t always give the best representation of available data.
Have I convinced you that the customer experience can be enhanced through social media? I sure hope so, but if you still need an extra push, check out this great video.