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How to Make Your Social Media Channels Deliver Customer Satisfaction ROI
The importance of customer satisfaction to business is becoming increasingly important. While the traditional focus in marketing has been on attracting new customers, some important studies of market behaviour in recent years have come up with some startling findings.
Global management consultancy Bain and Co. found that just a 5 per cent increase in customer retention can boost profitability of a company by some 75 percent, while technology research firm Gartner applied the Pareto principle to customer behaviour and learned that around 80 per cent of a company’s future business will come from just 20 per cent of its existing customer base.
Using those kinds of figures, it’s not hard to see why making sure your current customers are fully satisfied with the service you’re providing. However, even with those kinds of numbers it’s not easy to see how social media channels can help with the task of keeping your existing customer base happy. That’s why we have some tips for you in using social media to monitor and maintain customer satisfaction as well as increase it wherever possible.
An ear to the ground
Marketers will be well aware of some variation on the old adage that if someone is satisfied with a service they will tell five people while if they’re dissatisfied they will tell 20. Social media alters that dynamic completely. Every time a customer tweets about their experience with your company or puts a comment on Facebook, they’re reaching a far wider audience than the traditional word of mouth numbers would have suggested. Add to that the people who are searching for comments about a particular company and you’re in a completely different ballgame.
Listen closely to what your customers are saying about you
Social media monitoring tools like Sprout Social give you the opportunity to monitor the mentions of your company via a whole range of social channels and address issues as they arise. This gives you the chance to look at the overall sentiment that’s being expressed via social media and address individuals with problems you can help them solve. Nipping issues in the bud will help stop a single niggle from escalating into a landslide of bad feeling.
Direct customer contact
One of the great things about social media is that it allows you to be in direct conversation with your customers. There are plenty of ways that you can capitalise on this conversation to make sure you’re getting value for money in improving your customer service.
Always popular with customers, a Q&A can help improve satisfaction
One of the simplest ways is to use it as a way to offer customer support. Setting up a Twitter handle for your customer service team is simple, free and takes just a couple of minutes to do. This then allows your customers to contact you in a way that is easy for them the moment problems arise for them and for you to respond just as quickly.
In this day and age, those companies without a social media presence are viewed with some suspicion by customers who think that those who aren’t Tweeting or posting on Facebook must have something to hide. You can use these channels to get messages across about your products, promote special offers to your loyal customers and let people see a little bit of the inner workings of your company so they feel they’re getting to know your brand.
One way to really up your customer satisfaction is to give people the chance to ask questions. Even President Obama has been using Reddit to allow people to ask him anything and give them frank and honest answers. By doing this for your company and your products, you can give customers a way in which they can get information that’s specifically relevant to the way they view your company or use your products that is more helpful than the blurb on your website or the instructions in the manual.
The data from marketing research shows that there is much value to be gained from using social media channels to talk directly to customers. Make sure you’re using these effectively or you will be missing out on a valuable opportunity to boost satisfaction.
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