Monthly Archives: November 2017

Why Social Media is Important for Customer Experience

By | CCM, Changing Technology, CRM, Customer Communication Management, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Service, Digital Customer Engagement, Digital Transformation | No Comments

Social media has become a common marketing tool for organisations of all different shapes and sizes but making the transition from using social media for awareness raising and self-promotion to using it for customer experience can be a challenge for many.

If you are serious about providing a customer focused experience in your business, you can’t overlook the importance of using social media as part of your overall customer experience management strategy. Social media is evolving and while it started off as a way to talk between people, somewhere along the line it seems to have lost that and instead become a way for many brands to foist their message on to the masses.

When it comes to social media, you need to be aware that your customers are in control of what is published about your organisation, not you. You can’t stop them posting complaints and negative feedback on your public pages and their comments can be seen by a huge number of people in a very short space of time. Customers are aware of this and they know their power. This means that if you’re going to be successful at promoting a positive customer experience you need to really embrace social media and use it for its designated purpose, as a communication tool.

Many organisations have successfully used social media to create an excellent customer experience through the power of listening to what their customers are saying and engaging in one on one conversations with them. Your customers will take to social media to talk about their experiences with your organisation, whether you like it or not. Making sure you have an active presence on the social media platforms your customers use is the best way you can let them know you care about what they’re saying and use the information you get from your interactions with them to shape your organisation going forward.

A truly customer focused organisation is one that listens to its customers and puts their needs first. Social media is a fantastic tool to help you understand what your customers are saying about you and gain the insight you need to build a business model that places them at the center.

Social media is something you can’t afford to ignore if you are serious about creating a customer-focused organisation. By making social media part of your customer experience management strategy you can engage your customers and build a truly customer centered brand.

The Four Main Obstacles Getting In the Way of a Great Customer Experience

By | CCM, Changing Technology, CRM, Customer Engagement, Customer Experience, Customer Experience Strategy, Customer Insights, Customer Journey Mapping, Customer Relationship Management, Customer Satisfaction, Customer Service, Digital Customer Engagement, Digital Transformation, Enterprise Information Management | No Comments

Most organisations are well aware of the need for a focused customer experience strategy. In spite of their great intentions, for many organisations, creating a solid customer experience is fraught with a number of pitfalls. There are some common mistakes that we see people make time and time again when they are trying to create a strong customer experience strategy.

Here are four of the most common obstacles that could be getting in the way of you offering a great customer experience to your customers:

  1. Too much focus on day to day operations, not enough on innovation and strategy. This is a common problem we see. Even in organisations that are taking an integrated approach to their customer experience, the customer service or marketing team are often left with more than their fair share of tasks like managing social media pages, responding to customer queries and other time sucking tasks. By spending too much time on these jobs, there is less time for innovative marketing strategies that will actually grow the organisation. The answer here is to share out those tasks more fairly and give other departments access to social media pages or data platforms so they can free up some time.
  2. Data siloes. While we all know how important it is to gather data and keep track of it, what do we do with it once we have it? For many organisations the problem is not the amount of data they have, it’s figuring out how to make use of it in a constructive way without getting overwhelmed. Just like integrating your systems is important, if you’re going to get the full benefit of your data you also need to integrate it across different platforms. Doing this manually is going to take a lot of time and hard work so finding an integrated solution that does it for you is essential.
  3. Lack of understanding of social commerce. Social commerce is an emerging trend and it’s becoming increasingly common for customers to buy products directly from social media platforms. Unfortunately, for many organisations this has led to confusion as people struggle to get to grips with this new technology. If you enable social commerce for your organisation it’s important that you spend the time training your staff on how it actually works. Social commerce is still in its infancy and it’s not as user friendly as it could be just yet.
  4. Lack of relevant skills. More and more of customer experience strategy hinges on social media. This means that having the skills to understand how social media marketing works and understand how customers are using social platforms to interact with brands can be extremely useful. Without these skills it’s going to be difficult for your team to do their job effectively. Make sure your team have the opportunity to learn the skills they need or outsource some of the more skilled tasks to specialists.

Don’t let these common obstacles get in the way of your customer experience strategy. Break through them and you can get your organisation on the path to a more successful customer experience strategy.