Customer Experience

By Liam Dowd - May 27th, 2014

Our round up of all things social...

Social customer services for marketers

Every corporations knows that social media has had a profound impact on how customer services is now delivered.

As Martin Hill-Wilson states: “Social customer service is an open tap for content hungry marketers. The smart ones have already scheduled weekly news story sessions with their service colleagues.”

A new infographic from Sentiment Metrics offers an insight into how social media marketing and customer services fit together. The key findings of the research include:

• 83% of consumers require some degree of customer support while making an online purchase
• 82% of consumers say the number one factor that leads to a great customer service experience is having their issues resolved quickly
• 70% of customers will do business with you again if you resolve their complaints.
• 60% still cite marketing as the main function of social media channels.
• A 2% increase in customer retention has the same effect as decreasing costs by 10%
• 62% of organisations view customer experience provided through contact centres as a competitive differentiator.

Social media wisdom

There are a high number of social media pundits that will wax lyrical about how your business can better leverage its use of social media. Some of the key conclusions we can make include:

• Understand your business in and out.
• Talk to them and Listen.
• Be a source of a value for your audience.
• Create great content.
• Be willing to test and fail.

Identifying social whales

Defining the lifetime value (LTV) of a customer has been the focus for corporations for decades. With the arrival of social media, businesses now have a much more detailed view of their customers, and can consequently gain more insight into buying habits that better informs the lifetime value calculation.

The infographic from Ninja Metrics offers a snapshot of how ‘social whales’ can be defined. As e-commerce, social commerce and m-commerce converge, understanding how, why and where consumers shop is vital information to have available. With this data in hand, your corporation can ensure that the lifetime value is understood when connected with social whales, but also how this new relationship can be managed over the long term.

Until next time….

The Useful Social Media team.