Many people think customer satisfaction is only about customer service and support. In fact, what we found at IBM, was that customers could be dissatisfied with many different aspects of our business, from the product features being offered, to the way we advertise and promote our products the way orders are taken, invoices produced or customer service.
Some consumer groups will find fault with a manufacturer based on what kind of labor is used to manufacture the product (eg child labor), where the product is produced, or the working conditions of the laborers.
With the advent of social media and the new ways of engaging with customers, these forms of communication have their own set of issues. Here are two different studies on this topic.
The Social Break up Study
In a recent study by Exact Target and Cotweet called “The Social Break Up” talks about why customers stop engaging with companies on social media, primarily Facebook and Twitter. The top 3 reasons for disengaging:
• The company posts too frequently
• My wall was becoming too crowded with marketing posts
• The content was too repetitive or boring
In an article called I think we need some time apart, it’s not me, it’s you, Brian Solis talks about the difference between why customers may decide to follow a company on facebook or twitter (ie what were the expectations of the consumer) versus what were the results. Many consumers sign up expecting discounts or deals. When they don’t materialize the consumer gets disenchanted and unsubscribes (email), unfriends (Facebook) or unfollows (Twitter).
In the same article, Brian talk about an IBM Study that shows the disconnect between what companies expect clients to sign up for and what the consumer thinks they signed up for.
According to the IBM study, the top two reasons consumers sign up for social media with companies is
1. Discount (61%)
2. Purchase (55%)
Notice how low customer service is on this list. Only 37% of consumer sign up with a company’s social media to help with customer service.
Businesses on the other hand think the top reasons their customers and prospects sign up for social media engagement are
1. Learn about new products (73%)
2. General information (71%)
Customer service also ranks lower on what Brands expect customers to be signing up for: 63% which is much higher than the 37% of consumers that believe they will use this medium for customer service.
Those organizations who engage in social media with their customers need to be find out why their customers are engaging with them.
A best practice on a social media site is to describe what you are offering (setting the right expectation) .
A second best practice is to listen to customer feedback. That may involve analyzing comments from your clients and it may also involve directly asking consumers what their expectations are.
It is also a best practice to see what competitors are offering on their social media sites. They may all be offering something you are not providing. Your customer and prospects may expect you to match your competition.
No one said this would be easy!
What techniques does your organization use to listen to customers wants and needs on social media? Do your results match these two studies? Comment below.
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