I have subscribed to a Google Alert on Social Media for which I received the following link of Forbes news article http://www.forbes.com/sites/jaysondemers/2014/08/12/7-reasons-you-need-to-be-using-social-media-as-your-customer-service-portal/
Summation of this Forbes Article: How Social media can be used to retain customers.
Social Media can be leveraged by companies to retain customers due to the following benefits:
Social Media makes Communication almost immediate with no time lag.In situations where customers are having an issue with the services of a brand,they expect an immediate addressal and certainly do not have the patience to wait over a phone call for their issue to be resolved.In case of social media, by posting an issue ,the post reaches the admin immediately for their response.Hence expediting resolutions with immediacy.The service industry is benefitted most from this medium.
Personal response to a query: This ensures that there are no automated replies to the customer query but a personalized answer to the customer.
Encourages transparancy in customer relationships: All interactions are posted on the public domain which reflect transparancy, both ways,for a customer and the related brand/organisation.This sets an example for other customers to realise the seriousness and commitment of the organisation or brand in question towards it’s customers.
More social means more mentions: With more interactions on Social Media,there is increased visibility of the brand or service,which helps scale up the rankings in search.Hence ,bringing the customer closer to the said brand.
Customer follow up is easy: As issues are clearly stated,they can be addressed quickly. Just one post addresses the query in entirety.This reflects positively on the aspect of customer management.
More Social,More Experience sharing: The customer today is posting regularly on social media as they exchange ideas amongst others on what is new and happening along with their own experiences.If we treat them well and engage with them positively,they will extend a positive experience of the brand to the entire social network.
Keep communication clear of funnels: If customers pose their queries on social media,responses to them must be in the same medium to keep the personalised feeling.Never make the mistake of bringing in a phone call as this will make them feel alienated.
This was a part of the CMWP Assignment of Post Grad of Media.
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