Dark Friday: Customer Experience Ought to be the Focus Of Your Social Strategy

Not surprisingly, social media channels are important designed for acquiring new customers.

However , when before the role of the social network was primarily to take the consumer to an external purchase platform (such as an ecommerce), today, commerce carried out within the internet sites themselves is a reality which has expanded even more since the outbreak began in 2020.

We are talking about interpersonal commerce , facilitated by tools such as Instagram Shopping and TikTok Shooping .

According to the study lately carried out by Emplif (a Customer Experience platform), the discovery and purchase of products through social media marketing channels are expected to grow by 31. 4% annually, between 2020 and 2027.

Businesses and consumers see good success in the purchase process getting carried out on social networks: this same survey shows that 83% of organizations in the B2C market are investing in several social networks as direct sales stations.

For brands, social commerce offers the possibility to catch the attention of customers, provide a quick shopping experience, have an assertive segmentation, create and maintain a close relationship with the audience and obtain relevant data from consumers.

At the same time, this scenario is also favorable for that consumer: it is possible to easily evaluate and compare the most varied options on the market, search for testimonials, talk to other consumers plus make the purchase simply and rapidly — all with only a few clicks. As a result, we have a far more active and independent customer.

Beyond product sales

Despite the gains and services provided by trade on the networks, it is necessary to pay attention to the complete strategy.

This same Emplif study reveals that the primary objective of the interviewed commanders is revenue generation: less than 30% prioritize aspects that directly relate to the customer experience.

Source: Emplif

With that in mind, I might say: beware! A strategy that focuses primarily on maximizing sales may be doomed in order to failure .

By primarily prioritizing revenue generation, a critical component of success is unnoticed: delivering value to the customer along the journey. So all your efforts become just to sell and never to sell with a focus on the customer. That’s a problem.

When customer experience isn’ t prioritized, revenue can stagnate. You need to understand the customer’ s needs and provide an appropriate experience.

Improving revenue should not be the technique, but the result

As a Worldwide Customer Experience Analyst from Rock Content, I usually say that our customer is our biggest (and best) vendor.  

A satisfied client buys from the company more often, stays longer (in the situation of recurring services, pertaining to example), gives good ratings on social networks and, most importantly, makes referrals to new clients.

On the other hand, a customer with a detrimental experience can do exactly the opposite: in addition to not making brand new purchases, they evaluate negatively and influence other people not to buy (specifically when you’re talking about a social system as a vehicle for that purchase).

And one thing is certain: consumers trust other consumers.  

According to a GlobalWebIndex survey , 54% of users use social media to look for products and services and 71% may make a purchase based on reviews.

A negative customer rating can have a higher impact than a good marketing campaign.

I’ m not saying here that you shouldn’ big t be aiming for revenue development, but structuring your strategy around just that is not profitable over time.  

Efforts needs to be directed towards providing adequate customer experiences, considering their own needs and expectations. As a consequence, the increase in revenue comes after.

Experience is the result of client interactions with the brand

Taking into consideration the customer experience is taking into consideration their whole journey — from the moment of discovering the brand to post-purchase.

When we talk about a social commerce strategy, this includes a good buying experience on social media, but it also covers several other aspects, such as content, service, delivery, product quality and the fulfillment of your brand promise.

That said, it’ s critical to take an alternative view of the entire journey to ensure that all sectors plus processes are aligned with the same goal (this must be customer focused).

When planning your Black Friday and Holidays campaigns, put the customer experience first

Imagine the following scenario: you create a strategy within live purchasing on Facebook to publicize your Dark Friday promotions. Your technique is assertive and, luckily, you sell a lot.

However , the high number of orders overwhelms the team or causes the stock not to satisfy demand. Your customer doesn’t receive the product on time. He or she tries to make contact with your brand, but to no acquire: your team was unsuspecting for the high volume of phone calls.

What is the perception at the end? What will this consumer say about your brand?

In circumstances like this, that same customer can post on social media marketing describing the negative scenario they experienced with your brand. How many future sales opportunities do you miss out on because of this comments?

Or, in another situation, you plan a campaign to qualify your followers and increase Christmas sales, but don’ t consider the real needs and expectations of the audience. The result is a lower rate of adhesion and few sales. In fact , 47% of companies, according to the Emplif study, have difficulty converting supporters into customers.

Often , outstanding marketing strategies end up in the failed experience due to a insufficient vision of the complete customer journey and a lack of alignment between sectors and procedures. A negative interaction with your brand name can ruin your entire strategy effort.

The focus must be at the customer

Social commerce is really a reality and the expectation is that it will continue to grow. However , there is still a long way to visit when we talk about prioritizing the client experience.

Adhering to a customer-centricity mindset, involving the entire company and placing the customer in the center of your strategy and decisions is assertive and profitable .

And deep down, everybody knows it. I don’ capital t know what your profession will be (maybe social media, marketer, Client Success Manager, etc . ), but one thing I’ mirielle sure of: you’ re a customer.  

Long before you had taken on your current position or decided on your profession, you had been already consuming. We are organic customers and we know exactly when we have a good (or bad) experience.

So , I actually ask you to reflect: if you had been a client of your own company, would you be satisfied with your social encounter?

If you want to know more about CX strategies and how to apply that will on social commerce, Also i invite you to subscribe to our newsletter beneath , to receive straight to the point directly on your email the best trends about marketing, CX, sales and tech.

The post Black Friday: Client Experience Should Be The Focus Of Your Social Strategy appeared first on Rock Content .

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