Social media listening and brand engagement are fundamental when it comes to increase your customer satisfaction.
Customer satisfaction is frequently assimilated to unsatisfaction or customers nightmares. Many brands have understood they have to do their best in order to give and create better customer experience. (all the more if you consider that 64% of marketers value existing customers over new ones)
Nevertheless social media listening is not only a procedure with tools and resources to display it… It is above all a mindset!
Firt try to understand
An unsatisfied customer wants in priority to complain about your product or its experience. Wherever this complaint is visible, your customer wants it to be visible. Try first not to delete/suppress the content he posted and try to accept it.
Only by respecting this, you’ll be able to understand what he might have felt. Because all these complaints from emotions generated by: disastisfaction (I payed for it but I didn’t receive what I paid for!), concerns (Where is the gift I bought to my wife for Valentine’s day) or anger (“I was treated bad by your customer service” or “the flight attendants did not help me with my trolley and my 2 kids”…)…
It is clearly a matter of emotions and claiming that something went wrong for one of your customer might be his/her last resort!
The ultimate last resort: mentionning that your exeperience was even worst than flying with Ryan Air! 🙂
As a result a brand has to raise its level of empathy and communicate as an individual with feelings and emotions
But what could be the emotions of a Chanel or IKEA? It is too easy to consider that brands are not meant to express emotions! They are and always have been doing it! From the famous Enjoy by Coca Cola or Mac Donald “Lovin it”, these famous brands are deeply commited to create emotions. Let’s have a look at The North Face for example:
But being emotional is not necessarily to create emotions by reaching the sky and stars! But of course, in a certain way you’ll have to push your own limits. And that means to receive the messsage above all and accept it: this will allow you to understand it and react properly to it. In other words, if you’ve failed a simple “sorry”, “my apologies” will be expected by your customers and with no doubt really welcome.
Zappos is a good example for that:
Take the leap… You can’t escape
Social media has nevertheless brought huge changes. These brands have now the power to listen. With such great power comes great responsibilities… Social media moniroring and social media listening are valuable assets. It helps detecting potential crisis communications but I would prefer to underline that instead of worrying about crisis, companies should worry about their customer satisfaction. Because these customers believe in you, invest in you and become naturally part of your own community
Would you abandon a member of your family on the side of the road? Social media works the same! So if you consider that customers are not only “customers complaint”, think of the potential for companies to create long term relationship with their customers: thnik of the following example.
Northface’s community manager seems to have totally change the mood of the customer. Not only can Northface produce great ads full of emotions, but by answering properly, by apologizing and adding concrete actions North Face could have secured this customer for a long time!
By being reactive and careful with its community a brand can definitely win the challenges imposed by social media changes. I really like the following 2014 example of Jet Blue I recently discovered, which is their answer to a tweet which was not even a complaint against the company!
It shows that once you have decided to be in the business at the social media age you have to take care of every member and potential member of your community. This is a pretty difficult challenge for every company, but it is quite a commitment for companies who try to do it and could be proud of!