Often companies presuppose the customer service department is responsible for managing the customer experience. However, these departments customarily respond to support issues and field complaints. Companies desiring to improve its relationship with its customers’ should evolve into a customer centric organization at all touch points.
Leveraging Social Media as a mechanism for managing customer experience should be a daily priority. According to Digital Insights, during the 2013 year Facebook totaled 1.15 Billion users, Twitter accumulated 500 Million users, and LinkedIn 238 Million users.
- 46% of web users turn to social media for making purchase decisions.
- 74% of marketers believe Facebook is an important lead generation strategy.
- 75% of possible engagement to a post happens in the first 5 hours.
- 50% of LinkedIn users possess a minimum of a Bachelor’s degree.
- Over three Million LinkedIn company pages.
- Over 4 Million Tweets per day
An essential component in utilizing social media for Customer Experience Management [CEM] is routing the data to appropriately trained personnel within the organization. Empowering the person interfacing with the customer with appropriate skills and knowledge will foster a positive image and consistent brand to the consumer.
Your CEM should provide parameters to respond to both positive negative information in a timely manner. Often, addressing a complaint with a consumer within hours of posting will give your organization a chance to resolve the problem and assure you are actively listening to them. According to a report from MIT, 96% of negative social posts correlate with companies who ignore their customers. Adding social media to your CEM will strengthen the Voice of the Customer [VOC] providing you feedback that can be used to make immediate and memorable experiences for your customers.