Four Steps to Drive Brand Health and Customer Acquisition
Forty-six percent (46%) of customers want to solve a problem when they engage with a brand on social media, whether they direct message a brand or simply add the brand’s name to their complaint on Twitter. Considering that a single negative post on social media, has on average, as much impact on customer purchase decisions as five positive posts, the stakes are high for a company that’s not equipped to face this barrage and effectively engage.
Marketers who understand that consumers now control the brand message will win in today’s social world. The sooner you understand that real time, effective social care is an imperative to meaningfully engaging your customers, the sooner you can impact your brand’s perception in this consumer-centric environment. Properly executed social care is a model that banking, retail, telecom, cable, technology and CPG companies can implement to manage customer service initiatives through social media. When done well, social care can also be leveraged to acquire new customers, drive brand health and reduce service interaction costs.
There are four proven steps you should follow to set up a successful social care program:
1. Diagnose the current state of customer service and model the business case for social care
2. Create a comprehensive social care playbook
3. Design and build the new social care organizational model
4. Track and measure performance
Marketers who understand that consumers now control the brand message will win in today’s social world. The sooner you understand that real time, effective social care is an imperative to meaningfully engaging your customers, the sooner you can impact your brand’s perception in this consumer-centric environment. Properly executed social care is a model that banking, retail, telecom, cable, technology and CPG companies can implement to manage customer service initiatives through social media. When done well, social care can also be leveraged to acquire new customers, drive brand health and reduce service interaction costs.
There are four proven steps you should follow to set up a successful social care program:
1. Diagnose the current state of customer service and model the business case for social care
2. Create a comprehensive social care playbook
3. Design and build the new social care organizational model
4. Track and measure performance
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