Content Discovery Smackdown: Hootsuite vs. Buffer vs. KloutContent Marketing Minds: Ingredients of the Tastiest Content [Nutrition Label]From the Corn Field to the Digital Era: Content Marketing Starts with TrustContent Marketing: Is 2014 Really Shaping Up to Be the Year of Video?
Your Customers Aren’t Listening! How to Create Consumer Dialogue that Converts4 Tools for Nonprofit Social Listening and Reputation ManagementThe Promising Role of Social Listening in Treating Health IssuesThe Importance of Social Listening for Brands
- Public Relations
Facebook Testing a Way for Users to Buy Products on the Platform7 Website Tips to Attract More Shoppers to Your PagesHow eCommerce, Augmented and Virtual Reality Will Redefine the Retail ExperienceSearch Query Analysis to Increase eCommerce Website Conversions
- Content Marketing
Technology & Data
Social Startups: Bizible Connects All the Dots from Marketing Contributions to RevenueCreating the Perfect Profile for Your Social Media Marketing EffortUsing GPS and Localization for Social AnalyticsAnalytics and Prospect Intel: Discovering Your Ideal Prospect
- Big Data
- Tech & Innovation
3 Security Risks You’re Taking Every Day While Using Social MediaShould the President Have the Power to "Pull the Plug" on the Internet?How Safe is Your WordPress Website From Hackers and Other Malicious Attacks?
- Software & Tools
- Small Business
- Social Organization
Celebrating the Grand Re-Launch of Social Media Today! SBH Podcast Episode 8Why Should You Care If Your Employees Are Thought Leaders?Beyond Engagement: The Art of Managing Social-Media Risk in Employee Advocacy
Why All-in-One Social Media Management Systems Don't Cut It for Social Customer ServiceWhat You Should Know About Customer, Digital, and Contextual ExperienceSurging into Q3: How to Make It Better Than Q2Is How You Serve Your Customers Costing You Business?
Join us September 15th in Atlanta for The Employee Advocacy Summit and learn how to unleash the power of your employees.
Post your event here and we'll share it with our community. If one of our members is featured, we'll promote as well on their profile.
- Marketplace & Webinars
The SMT Marketplace
Your resource for exclusive content and insights from Social Media Today, and opportunities to reach our community of professionals.
The Social Business Book Club brings you books, discussions, and insights from today's to business thought leaders.
Join interactive talks and and panel discussions with leading thinkers and practitioners on social media and networked business, or browse the catalogue of recorded sessions - all completely free.
Reach Social Media Today's community of marketing and communications professionals in an editor-approved context with a native advertising package.
Increase Purchase Intent Through Social Media Responsiveness
Posted on May 1st 2014
If you’re a ‘set it and forget it’ kind of social media marketer, recent statistics published on Inc. (via Column Five, survey data from Bazaarvoice) may have you thinking more strongly about getting involved in audience-initiated conversations and reviews.
To cut to the chase, investing in social media customer service support and responding to consumer feedback can have a dramatically positive influence on purchase intent, not just for the consumers you interact with, but also the consumers that later view those interactions.
Following are a few stats to support the importance of responding to your audience:
Shoppers who read brand responses that offer to refund, upgrade, or exchange products are 92% more likely to purchase
Offering refunds, upgrades or exchanges reduces the perceived risk of making a purchase decision.
WHAT YOU CAN DO: Invest time in social listening to identify opportunities to provide customer service, and have a plan in place to resolve issues as quickly and directly as possible (you’ll see the benefit of this in the next stat).
Shoppers who see brand responses that provide closure to an issue, versus requiring additional actions, are 27% more likely to purchase
If prospective consumers can be witness to customer service issues through to resolution, it will give them an increased level of confidence that the brand will stand behind and support their products and/or services into the future. It will also give consumers insight into your customer service process, assuring them that if they have any future need for service that they will be well taken care of.
WHAT YOU CAN DO: Provide the fastest and most direct customer service solutions possible, even if it costs more at a per-interaction level (of course you will need to calculate real costs and make a proper judgment for your business). This can ultimately yield greater returns by way of increased customer acquisition and reduced human resources required for customer service issues. If you can resolve an issue directly online or on social media and bypass a more traditional customer service phone line, do it.
When brands respond to product misuse with guiding explanations, shoppers who see the review responses are 186% more likely to purchase
Responding to reviews that exhibit common cases of product misuse can reassure otherwise trepidatious prospective customers that the quality of your product is sound.
WHAT YOU CAN DO: Don’t let reviewers who are misusing your product negatively sway the purchase intent of future consumers. Offer those reviewers top-tier customer service to resolve their issues, but also take time to explain how proper use of your product can avoid recurring problems for any prospective consumer that could later be perusing reviews.
Clearly, there is tremendous opportunity to be had by responding to your customers’ reviews and providing top-tier customer service support, not just for purposes of customer retention, but also for acquisition.
What efforts do you make to set the record straight in negative reviews of your products?
How do you monitor what your customers are saying about your products online and on social media?
Do you have any success stories to share of when responding to a customer complaint yielded a positive result?
It would be great to discuss this with you in the comments, or on Twitter @RGBSocial