4 Ways To Say “I Love You”, B2C StyleFebruary 11, 2015
Customer Care has been a Sisyphean hill to climb over the past few years. As consumers are increasing demand for lightning-fast responses over public channels like social media, it can be challenging to keep a top-quality brand experience at all times.
Just two years ago, 67 % of consumers reported that they’ve used a social site for Customer Care, and 33% preferred this method for problem solving (and I’d bet every penny that those numbers have increased since then).
That’s why Valentine’s Day is a perfect opportunity for B2C brands to show some love. With so much at stake, we can learn a lot on how to “keep up the care” for our loyal customer bases.
Here’s the top 4 takeaways from the sweetest day of the year:
1. Be More Attentive
Easier said than done, right? If attending to the constant stream of social media service requests were that easy, everyone would be doing it.
But actually, it IS that easy. Today, free and cost-effective social media tracking tools exist to provide businesses with real-time alerts, every time someone mentions their brand or specific key words. Have your Marketing or Customer team check out services like TweetDeck (or , you know, Zoomph…sorry for the plug!) to be more attentive, timely, and helpful to online customer requests. Not to mention, to complete faster and more effective damage control in the case of a negative customer experience.
2. Shower Them With Gifts
This is a great time of year show you care with special rewards to your most loyal, year-over-year customers. Can’t yet afford to give gifts to all? Pick out your social media influencers (the ones who have been the most vocal about your brand and can influence others’ purchasing decisions), to solidify their brand advocacy.
Bonus: by giving gifts to social media influencers, you’re also likely to increase your organic social media reach and overall brand awareness.
3. Meet Them Where THEY Are
Let your audiences pick the rendezvous spot—not you. By that, I mean if a number of your customers are reaching out via Twitter, don’t try to direct them back to email or telephone (DMs are there just for that purpose!). This makes support take longer, and puts your ‘comfort’ needs above those of your consumers. Since we are expected to be connected 24/7, it’s important that businesses create multiple paths to fast and easy communication in 2015.
4. Get Engaged
Maybe don’t marry every single one of your customers. Instead, get engaged with what they are talking about. Beyond issue management (wherein a customer will reach out to you first), you should know who your customers are, to deliver better communications and services in the future. Luckily, all that information and more is available to you online. Do some research and find out what are the key behaviors and interests that make your audience tick. When the time comes, you’ll be better poised for real and relevant conversation that keeps consumers happy.