Blog

Listening to your customer’s voice

There is no doubt that social media has changed the way brands interact with their customers.

Unlike the past, immediate connections can now be formed between businesses and customers on a global scale and this fundamental shift has led to the coining of the term ‘C2B’ (Customer-to-Business), where customers have the power to guide brand perception.

You can bet that if a customer has something to say about your brand, they’ll be doing it on social media. Today’s customers are empowered and expect companies to give them what they want, when they want it, and this has had a significant impact on how businesses approach customer service – presenting both challenges and opportunities.

Research by The Social Habit found that 42% of consumers expect a response from a company on social media within 60 minutes.  Figures from The Guardian however, show that 58% of consumers who tweet about a bad customer experience won’t receive a reply, which really highlights a growing need for companies to improve their social listening skills.

Social media now reaches 82% of the world’s population, so if brands invest in watching and listening to their customers conversations online they can benefit from a much better view of their marketplace. There’s a whole new array of potential opportunities to be embraced too.

So how do you listen to what your customers are saying about your brand?

Social media monitoring has proven to be extremely effective for developing a sound customer service strategy. For example, after a shaky start for British Airways, they are now replying to tweets 24 hours a day, 7 days a week and have positioned themselves as leaders in the UK for social customer care.

However, other companies are still proving that their social media strategies leave much to be desired. For example, in 2014, Transport for London experienced a so called ‘social media fail’ after telling a customer to ‘leave earlier for work’ after he tweeted a complaint about train delays. The tweet went viral, with hundreds of Twitter users criticising their poor customer service.

Negative feedback and customer complaints on social media are instant and can quickly go viral, which makes it even more important to respond quickly and in the correct tone. With this in mind, monitoring and analysis of customer sentiment is a crucial part of delivering a good customer service.

Whether positive or negative, if you can hear what your customers are saying then you’ll be in the best possible position to learn and to engage effectively.

Listening and analysing customer feedback can also contribute to product development and marketing strategies which reflect what your customers want.

 

For more information about our social media monitoring services, please contact us.