Companies are trying to reach customers, but they have not yet succeeded. They have climbed into the wagon of the new technologies, but this one is still pulled by the same oxen that used to make it.
To adopt a culture 2.0, Frank Eliason, Senior Vice President of Social Media for Citibank, in a recent publication for Forbes highlighted some of the main premises on which brands and companies have to work in this direction.
Eliason emphasizes, among other things, that trust is the basis for establishing a strong relationship between the customer and the brand. The company-client relationship has given way to human relations, a necessary change to achieve success in social networks. The stories, the emotional component are the main asset to achieve that desired change. However, although it is important to measure and analyze the evolution of the different actions in this type of media and to evaluate the results, it is important to know what to measure.
The number of “I like”, harvesting fans or followers is not an indication that the strategy of Social Media works. In contrast, there are other types of indexes that do reflect the users’ sentiment towards the brand, its activity and degree of engagement, such as the Net Promoter Score.
Monitoring must give way to action
It is no use listening and staying impassive to change. The work of registering the brand in Social Media does not only serve to respond in case of crisis, or to detect a specific problem. The brand must know how to interpret these reactions and adapt the strategy to the new reality. In this way you will get to your goal.
Brands must learn to talk on social networks
They must put aside their attitude of being all-powerful and sit down and talk about you to your clients. That is when you really take advantage of the potential of these bidirectional channels and both brands and customers feel satisfied. On the other hand, at the moment, they are only translating the usual practice, behaving as they have done so far through conventional channels. Customers demand a personalized treatment, feel heard and understood.
For this it is necessary that:
The company builds its employees and gives them the power to speak on behalf of the brand. They can be great ambassadors of the company, if they are recognized their potential and given the appropriate tools. Not forgetting that it is necessary to have a policy of using social networks at an internal level, which regulates how they act.
Worry about improving the customer experience ; Both in a specific situation, as in all points of contact with the company. From the sales department, to web usability, social CRM or after-sales service, … all components influence when it comes to customer satisfaction.
Show an attitude ready for change and responsiveness. This medium advances at a dizzying pace, there are constantly updates, new tools and features appear. The company must be open to improving and adopting the innovations necessary to always provide the best experience.
Encourage customer relationships. They do not bite, especially if the company shows them that they care about them and are always willing to listen to them. The brand that hides behind an impassable barrier shows an attitude of obscurantism that only causes the distance between the two parties.
Value customers as they deserve. The relationship between the customer and the company does not end after the purchase process. Rather, the first phase begins, the beginning of which can be a fruitful trajectory, materialize in a solid relationship. Therefore, the after-sales service must be impeccable, and the company must be able to keep the customer’s interest in the brand alive.
Decidedly, the customer has to be the center of the strategy, the main objective is to take care of him and make him feel special. Above all, be there for when you need it, and show him that you deserve your trust.