Consumers are expecting more from brands’ social media interactions – and are willing to both vent frustrations and praise successes publicly. How can marketers harness the power of social media so it becomes an asset rather than a hindrance?
Brands’ interactions with their customers no longer end at the point of purchase. In fact, recent research has revealed that nearly half of consumers regularly interact with brands after they’ve bought something – with the nature of that interaction having a huge impact on future purchases.
The reality is that the majority of this interaction now takes place online, through social media. Customers want to talk to and about brands online – they are not shy with their opinions, both good and bad, and they increasingly expect personal responses from brands to their posts.
So, while social networking can improve customer experience, it can just as easily aggravate the impact of customer service failures, giving dissatisfied customers a means to publicly vent their frustrations.
In this highly charged environment, how can marketers harness the power of social media so it becomes an asset rather than a hindrance, driving engagement and growing brand loyalty?
The latest chapter in Sitecore’s Expert Knowledge Series, How to harness social media to achieve customer experience excellence, provides clear guidance on how to use online channels to address customer needs and enhance their overall experience.
Combining the latest research into how social media impacts customer experience with real-world examples of where brands are already excelling online, it offers actionable advice on how to go about optimising your own social media campaigns and strategies.
From knowing your community, to identifying your brand’s personality, to making sure you’re sharing content that will engage and interest your target audience, it provides an essential guide for brands and marketers wanting to win at social.
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