In one of our most recent white papers, the discussion includes the idea of five different trends in response management and customer engagement in social media. Each of these trends encompasses what it means to engage and interact with your customers through the social media realm. Below you will find a couple of the trends that I thought really stood out in creating your social strategy. Get my take on them below; you can also check out the rest of these at our white paper, Five Trends in Social Media for Response Management and Customer Engagement.
Get Responsiveness Right
As Leon mentioned in a previous post, you’re not really engaging until you start responding to your customers. But how do you get this responsiveness right? A point that the white paper makes is that “businesses must be capable of hyper-responsiveness.” This means that regardless of the message posted, your organization needs to be on top of a post/email/chat, etc., as soon as possible. Make sure you are aware of all your channels and are active in all of them at the same time. As soon as a customer writes to you, posts on your Facebook, Tweets something about your company, you want to be ready to respond and interact with them. This is especially important if you get a lot of traffic to your pages. Customers could be giving positive feedback, complaining about a product, writing an objective post, or simply asking a question-whichever it is, be prepared to answer their inquiry quickly and efficiently.
In addition to readiness to respond, you should also take into consideration the type of issue or question you’re responding to, as well as the customer. If you are receiving negative feedback, you’ll want to address it right away before the negative feedback spreads to potential and current clientele. Positive feedback is something you’ll want to re-post or communicate to show that customers are having a good experience with your product. Emergency issues should be dealt with immediately; engage your support organization and ensure that your clients’ issues are solved. Additionally, you may have some other posts that are not as pertinent; these should still be addressed, but the time period in which you have to respond is more flexible.
Deploying these key points and finely structuring your messages will help you to be successful in engaging through response.
Be Consistent Across Channels
Within your organization, products may be introduced, new features may be implemented, or your business practices may change-whatever it is, be consistent across each channel in which you are presenting this information. Typically, you have your self service content (Knowledgebase, Video Tutorials, User Guides, etc.), but now that there is a shift in social media, you may be sharing this information via this path as well. It is important to remember as information changes you will need to communicate and correct that everywhere.
The customer experience should be seamless, regardless of how they are navigating to your organization. As social media grows, surely there will be integrations made to improve CRM and social media working together. There is a great need to be consistent and present across all channels, so it is important to keep this in mind as you are responding to your customers and presenting information.
These are just a couple notes I wanted to share on responding and engaging in social media that I feel are important, but there are some great key points in the white paper that you can check out here!