I often wonder why a company decides to be in social networks, if it has no intention to listen to its customers. One of the main characteristics of Social Media is its ability for users to communicate openly, the fact that they can connect with other members, in a direct way, favoring dialogue and interaction. Users came to social networks well before the brands, and established rules of the game, that now brands can not change.
The great advantage for brands is that if they really decided to follow these rules, to act as customers expect to bother to adapt to the medium, they could take good advantage of their actions. According to Maritz Research, 83% of users sincerely appreciate the fact that a brand addresses them through social networks. Users react positively when a brand shows that they are effectively concerned about their needs, their problems and everything that revolves around their community. It is the basis of the 2.0 world, that quid pro quo that makes the machine work.
On the other hand, before a bad management of their request, the clients are implacable: 89% of them opt to leave a mark, as a result of bad customer service; In addition the consequences can be terrible, in terms of reputation. Ruby Newell-Legner indicates that 12 positive experiences are needed to alleviate the effects of a negative.
It is still hard to believe that brands do not appreciate the potential of customer service on social networks as a marketing tool:
A good customer service is even an added value for your product, which can be used as a differential value with respect to the competition. Oracle claims that 81% of customers are willing to pay more, if this ensures an effective response by the company, if necessary. In addition, it conveys confidence and seriousness, other valuable intangibles very difficult to obtain by other means.
Are you already clear how you can take advantage of customer support 2.0 to benefit your brand?