We often think of social media like a marketing tool. This has an obvious reason: Social networks are fertile floor for a brand to connect with its audience, hear opinions, promote creative articles , start conversations plus generate a sense of community with its customers.
Basically, social media campaigns are excellent additives to any brand’ s online marketing strategy.
By now, we already know this really is just one of the benefits social stations can bring to a brand. In this series of Rock and roll Content ’s articles in partnership with Hootsuite , we saw social media can directly help the particular sales team and be used to promote a purchasing experience , as much as its KPIs can be passed on to other departments in the company.
These channels are important touchpoints pertaining to talking to your customers. So how does this end up influencing a brand’s customer service and, even further, its customer success?
Based on Hootsuite ’s Social Trends 2022 , 59% associated with survey respondents agree that will social customer care has increased within value for their companies over the past 12 months.
Businesses are beginning to see social networking also as a customer service funnel, and the motivation behind which is simple: people are looking for these channels to talk to companies. Regardless of whether to seek information, buy, or even solve problems, they anticipate a response as fast, complete, and helpful as any various other official brand’s communication approach.
Having great customer service and a well-performing customer success department in your company is essential for business. Online presence, solving problems fast plus accessibility of product information are key to keeping customers happy and creating trust.
The customer wants issues solved easily and rapidly
Classic situation: you have a problem with your internet and you dial your own service provider. Then, you insight your account information and wait for the attendant to talk to you.
Sometimes, you have to wait on hold for many minutes or hours. Then someone answers you. You explain your trouble. This person asks you to definitely go through several basic troubleshooting steps that you already tried. Then, they transfer a person.
You wait some more. You talk to another attendant. You need to explain again what your problem is. And then this person can’t always help you and needs to transfer you to an additional support tier or supervisor. And so on.
With the power of the internet, people know their own problems can damage the reputation of a company if shared on social channels by lots of people.
Naturally , as a company, you want to give the best service to your customers. But in social channels, if some issue goes viral, even people that never approached they might avoid making relates to you or stop working together with you because of other customers’ issues.
That’s why making the relationship between marketing and customer success closer is so important within the social media era. Marketing knows how to monitor social solutions, and customer success understands how to solve clients’ complications. It’s important to give a means to fix your customers on any funnel where they contact a person.
This alignment can help generate closer relationships with your clients and helps avoid getting an image crisis due to a lack of monitoring social mentions.
Naturally , the number of social messages received varies between companies. A B2C online retailer, for instance , is going to receive a lot more demands and will have to build faster and more robust processes to get solutions to customers.
But even B2B companies like Rock Content , with most of their demands coming from more traditional sources, have to monitor their social media balances and build processes in order to integrate better marketing and consumer success.
And of course, this is a problem. Despite the rise in demand, Hootsuite ’s report shows that 71% of organizations have either not really started investing in social customer care yet, or they don’t plan to invest at all.
Here at Rock Content , our marketing and consumer success teams are attempting to develop a more holistic understanding of clients and promote successful relationships on a broader scale. Below are a few tips based on what we have learned so far.
1 . Internet marketers should work with CSM groups to view their campaigns from the Customer Success perspective
Social networking is the opportunity to improve the customer’s work experience as they are usually scrolling. It is worth featuring: When marketers make strategies, they are not just promoting text messages and content to attract new clients, but also to maintain the current types.
We can think, for example , of the huge traditional brand: Pepsi. It’s difficult to find someone that does not know what Coca-Cola is, however the company continues to advertise itself. Why? To maintain its position. In social media, we have an additional ingredient: interactivity. Anyone can talk about and contact a person anytime.
As Christoph Neut, vice president of product sales at Sparkcentral ( Hootsuite ) mentioned in the Social Trends 2022 report: “When you package deal social marketing and social care, you’re actually covering the primary outcomes that have a huge impact upon customers’ buying experience and your company’s bottom line. That’s the big picture many businesses nevertheless aren’t seeing. ”
The thing is trying to include value to each interaction. Customer Success Managers (CSMs) operate with this mindset first and foremost, and what a company projects in social media could often benefit from this way of thinking as well.
2 . Proactive listening on a macro level
What challenges are your customers coping with in the face of updated regulation, unforeseen current events, and brand new technologies? Different types of social media may clue you into these challenges, but you have to be searching for it.
Proactive listening is different from active listening in that clients might not be speaking directly to you. You might consider using social media in an effort to listen to a customer’s clients. As you’d expect, much of your customers’ pain comes from the pain of their own customers.
Techniques for Implementation:
- What industry publications do your customers sign up for? Many publications will have the social media presence, even if these are traditionally paid publications.
- What hashtags are trending within your customers’ industrial sectors? What is generating the most hype? What are their personas excited about?
- Do any of your customers use influencer advertising? What are the channels or accounts that are influencers in this room?
3. Caring on a micro level
Customer success programs often hinge upon finding ways to care meant for individual customers and clients. Just like individuals, customers understand care in different ways.
In case a CSM carefully reviews an individual customer’s social media campaigns, they will almost certainly find information on essential goals and messaging that they can relate to the business partnership. Starting conversations using the client’s very own social media can help build rely upon the relationship and uncover in order to customize that client’s solution.
4. Exploring social proof to benefit your clients
Competitors of your clients may have their own social media presence, and this can be a useful topic of debate to dig deeper in to a customer’s goals.
Most clients don’t want to copy competitors. However , if a client is definitely unsure of the value of a remedy, or has a hard time visualizing an outcome, social proof can be a powerful tool to get understanding.
Social media marketers today play an important role within building a company’ s holistic CS. But , as you can see, this isn’t a simple challenge.
Many companies are not prepared for this improving demand and don’t learn how to combine the two sectors (or simply don’t see the worth in doing that). To stand out, companies will need to understand how to maintain the quality of fluid communication with the customer whatsoever points of contact.
It was Rock Content ’s final article in partnership with Hootsuite about the 2022 Social Trends. I am hoping this series helped you jump deep into these developments and what you can do with all that information to improve your methods.
If you want to get more insights about what social media marketing holds for this calendar year, check out the Hootsuite Social networking Trends 2022 report. I also invite you to subscribe to our newsletter below to receive weekly emails within the best trends in Marketing and advertising, Business, and Tech (all with a dash of our specialists’ knowledge about how this influences your brand).
The post Social Media and Customer Success: In 2022, These Two Industries Will Need to Work Together appeared first on Rock Content .