Social customer experience needs to get better. The ease of comparing products, finding the best price, and making purchases online without having to go to a store or even a computer has elevated customer experience design to an art. The landscape has changed and customer expectations are rising.
Social Customer Experience Doesn’t End at POS
Many companies create eCommerce sites with features that help customers buy, but miss the mark when considering what happens next. What if the order doesn’t arrive when promised, the wrong merchandise is shipped, or the item just doesn’t fit? Customer experience is the new marketing. The answers to these questions should be part of your social customer experience design. If you want someone to shop again, think through and plan for every step of the journey.
What’s Wrong with Social Customer Experience?
A recent IBM study says lack of responsiveness is the biggest problem brands are having with social customer experience. In, A Look at the Current State of Customer Experience, we learn that 76% of brands in the study rated good or better for social media experience, but 45% either took more than 24 hours to respond to customer inquiries or didn’t respond at all. That makes no sense.
Having a social presence and not responding to customers is like inviting people to a party and leaving when they arrive. They cannot possibly come away from this thinking that you care about them. 89% of customers say they have stopped shopping at an online store after receiving bad customer service. There is a better way. It will save you money and help you retain customers.
6 Tips to Improve Social Customer Experience
- Invest in the best social customer experience tools and talent you can afford.
- Build a team of empathetic problem solvers and empower them with training, coaching and product knowledge they need to take care of your customers.
- Implement policies that favor your customers. Be willing to say you’re sorry. Say it and mean it often.
- Don’t just solve problems, fix the processes or circumstances that create them. Customers want to know it won’t happen again.
- Share issues and trends from social customer feedback with your management team so it becomes an input to continuous process improvement and product development.
- Follow-up with the customers who suggested them when changes are made as a result of their feedback. They love knowing that you heard them and they mattered.
People believe their experience, and that of absolute strangers who rate and review products, more than they believe your marketing. Use social customer experience to build deep, meaningful relationships that last. The outcome is repeat purchases, increase likelihood to recommend and higher customer lifetime value.