The benefits of social media give businesses a new way to interact with customers. It’s no longer enough that a strong marketing initiative will turn consumers into customers. Your business needs to create strategies that link the customer experience with the technologies and systems required to deliver the right content at the right time. If brands want to stay relevant in the digital era, they have no choice but to adapt.
Customers are complicated. It’s not just because they’re technologically empowered, but it’s because they’re human. Customers today are social networks, not just Facebook and Twitter, to ask questions, give feedback and share and connect with others, and are personalizing their experiences whenever possible. Customers are deeply engaged with products and services across the entire digital space—and it’s by choice. They’re using multiple outlets to ask questions, give feedback and share and connect with others, and dictating when and where they interact with products and services. And in a social space where your customers are at different places at different times, it’s important for a business to understand the full potential of the brand experience space for the customer. Today’s customer needs companies to speak to them, and deliver a collective customer experience across traditional and social channels.
All businesses, whether big or small, should go to the trouble of finding ways to connect with customers to turn them from passive reactors to advocates. Regardless of where or how it’s being delivered, generate value with your consumers from everywhere at all times. If your customer is calling and needs your help, you need to be there to assist them. If you don’t recognize the value of your customer, they’ll leave and tell their friends. But if you do, they’re going to stay and tell their friends that your business is an opportunity. That being said, it’s important to get very close to your customers and find out what they want. Providing a unique customer experience across traditional and social channels can elevate your business, products, and services, and can even inspire your customers to make purchases.
The future of social media offers many exciting, new opportunities for businesses to interact with their customers. Going forward, it’s paramount for your business to integrate social media into your overall customer service experience. When your business is focused on creating positive brand experiences, it can lead to insights that have an impact on all of your customers. And most importantly, it builds trust. Your customers will see that you have their best interest in mind, and that added value for your business.