The air conditioning was icy, but the atmosphere in the conference room was warm and congenial as Dan Gingiss delivered his excellent presentation on “How Social Media Impacts Customer Experience (and Vice Versa!)” at the Social Shake-Up on June 10, in Atlanta. As Head of Digital Customer Experience and Social Care at Discover, Dan was uniquely qualified to speak about how social and customer care can come together seamlessly to provide concrete value for brands and consumers alike.
In this series of profiles, we'll be putting the spotlight on some of the wonderful speakers who will be featured at The Social Shake-Up this June. Today we hear from Dan Gingiss, the Head of Digital Customer Experience and Social Care at Discover Financial Services.
A few well known brands are renowned on the basis of how their customers experience these brands. Year after year, the situation remains the same: the same brands stand out in terms of the customer experience, and of the rest most of them are doing ok (not great) and haven’t improved much from the previous year. So what’s missing?
When building a successful business or brand, the importance of your customers' experience with you shouldn't be underestimated. It has always been important, but it is even more important today when consumers can easily share online their good and bad experiences.
In many ways, social media is just another channel. Most of the marketing techniques they teach in business school are just as applicable to social media as they are to direct mail. And if you’ve worked in or managed a call center, translating those skills to social is relatively straightforward. But here’s the big difference: Whereas traditional marketing and call centers have focused on 1-to-1 experiences and, in the case of mass marketing, 1-to-many, social media introduces the phenomenon of many-to-many experiences.
Consumers, as a whole, are undergoing a transformational shift in what they value most. Instead of accumulating owned possessions, more often than not customers are opting in to create memories through “renting” experiences. This is not a new concept, rather one that has been gaining popularity over the past five years.