3 Types of Customers Brands Should Listen to on Social Media
According to a recent Oracle study, 81 percent of Twitter users expect brands to respond to their questions or complaints the same day they tweet. But what happens when brands don’t pay attention to what’s being said about their products and services online?
They lose their customers. Fast.
Follow the lead of the 37 percent of marketers who are already actively listening on social media to keep customers coming back to your brand, rather than running away from it.
Use social listening tools to help pay attention to these three types of customers:
1. Happy Campers
If your brand met a customer’s expectations, strengthen the relationship by engaging with him or her on social media. Whether a customer writes a positive review on Yelp or posts a picture of your product on Facebook, reach out to show not only that you care, but also that you’re paying attention to their experience.
Forty percent of happy customers will return to spend more with a brand. So why would you ignore those customers speaking up on social? Don’t turn a smile upside down by neglecting those who already are loyal fans. Turn them into brand advocates by talking back to them.
2. Lost or Confused Clients
Just because you have a call center doesn’t mean each and every one of your customers will phone you when they’re stuck. In today’s busy world, many take to social media to ask quick questions or seek help.
Brands who fail to lead these lost sheep back to where they want to belong can see a 15 percent increase in their churn rate. Respond quickly to questions and concerns to highlight your brand’s top-notch customer service and keep current customers from looking at other pastures.
3. Haters
In Cisons upcoming social listening e-book (of which you can get a preview here), Jay Baer discusses how only 5 percent of haters care enough about your brand to let their negative experiences be known. Such a low percentage may be tempting to brush aside, but doing just that will result in a decrease in brand advocacy.
Pay close attention to complaints. Make alerts to track whether or not certain issues repeat over time to avoid a full-blown social media crisis. Gather data on who is complaining, where and why to see if your product needs an upgrade, your customer service team needs new training or your marketing efforts need a new look.
