Customers care about their experience with a brand far more than marketers anticipate. Yet, when it comes to differentiation, few marketers make customer experience a priority as a brand value.
The simple truth is that in an online age where we have more buying choices than ever, customer experience has started to become a more important quality metric than price or product. Recent research shows that 89 percent of people will stop doing business with a brand when they have a poor experience. 78 percent will not even finish a transaction with a brand if they have a poor experience. Whether they walk out of the store or jump ship to a new website, 95 percent of these lost customers will share their bad experience with others. Only one in 27 will actually tell your brand what it did wrong, while the remaining 26 will simply spread bad word-of-mouth.
For all these reasons and more, marketers should have a strong interest in helping their company develop a more positive brand experience through all channels. They are in a unique position to do so, too, thanks to the following advantages a modern marketer has when it comes to driving changes.
Social Listening and Voice of Customer Data Helps You Monitor Brand Interactions
Marketing departments can offer customer experience a giant boon in the form of social listening campaigns. By using tools like Social Mention and Hootsuite, you can receive automatic alerts every time someone mentions your brand on social media channels like Facebook and Twitter.
You shouldn’t respond to every single one of these mentions, but if someone has a harsh criticism, you should use the opportunity to apologize and mitigate the damage. Make your aim to resolve the customer’s problem rather than simply trying to counteract their critical narrative. Since one in three customers prefer to use social media channels for customer support as opposed to phone or email, having the resources put in place to handle customer complaints can greatly benefit your company reputation as a whole.
Positive social media mentions can also be responded to, letting your brand respond with a hardy “Thank you!” when someone has something flattering to say.
Analytics Help You Learn Your Audience’s Needs
Analytics data generated by social media interactions and website visits tell a detailed story about your customer base. When you look at this data regularly, you can paint a vivid picture about your customer’s needs, habits,and unique tendencies.
Say that a small company that manufactures coffee makers has an incredibly popular article on the best coffee grinders to use with their product. Based on this information, the company can put together a “recommendations” page on their website and a “recommended grinders” leaflet in their product packaging to enable customers to have a better overall experience with the product.
Omnichannel Oversight Means No Customer Experience Gets Overlooked
Inconsistency is one of the biggest detriments to customer experience, but using the above two tactics in combination with general campaign performance monitoring, your brand’s marketing department can lead the way towards a consistently positive customer experience on all channels.
Develop a website with customer needs in mind, engage with customers via social media in personable ways, and anticipate their needs through sophisticated segmentation strategies to revolutionize your brand’s customer experience as a whole.
You can start overhauling your brand’s customer interactions by getting consulting and social media management services from our experienced team at Vonazon. Contact us now to start impressing your customers today.