Posted by Torben Rick
Social media has forced openness and transparency in businesses that was not possible before.
The power has shifted to the customer who can, if dissatisfied with the business, impact the business and brand very publically.
According to new research by Sage 22% of UK consumers would complain to a company using social media when they receive a disappointing customer experience. However, only 40% had received an acknowledgement as a result. Maybe that’s because many businesses simply aren’t listening.
Another survey by Sage reveals that only 6% of business owners monitor social media to gain a better understanding of their customers and although 43% believed that the economic conditions made it more important to go further for customers, only 1% engaged with them through social media by responding to comments and criticism.
What exasperates the situation is of course that even though businesses aren’t listening to their customers, other people are:
- 80% have changed their minds about buying something after they read a negative review
- 87% have been swayed by positive comments to confirm their decision to buy
Any business that is not engaging with its customers in the format that works for them, is in danger of not spotting problems or opportunities.
8 customer relationship resources you may have missed:
- Wake up call – change or fade away – Businesses to consumer industries are facing tremendous changes in the way customers wish to be served
- The impact of bad customer service experience – Customer service may have always been technically important, but today it is amplified by the power of “word of click“
- Complaining customers as an opportunity to improve business – Companies love positive feedback – they post it on their website and use it as marketing fodder. But what about when feedback is, well, less than pleasant?
- The ability to embrace criticism on social media – Even if your business chooses not to engage in the online conversation, people are talking about your products and services whether you like it or not
- Capture complaints through social media – More and more companies are turning to social media to help customers resolve issues in a timely manner
- Is social networks key to improved customer relations and product development – Will the new communication channels force material changes not just in the way companies market their products but in the strategies and operations they use to develop and build those products as well?
- Delivering WOW experience – customer driven organisation – The focus of any organization, no matter how big or small, must be the customer
- How to surprise the customer – One of the most important drivers of both positive and negative word of mouth is the element of surprise
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