Six Key Aspects to Inbound Marketing ROI: Part 5 Customer Experience
Social media is all about the ‘customer experience’. The better the experience the greater the success of your company.
Social media’s impact on your customer is immediate, and when executed correctly will lead to additional benefits to your organisation such as brand health, better sentiment, cost savings and increased revenue.
When setting up and managing your social media execution strategy, recognise that all channels are not created equal and part of ‘getting it right’ is understanding how best to manage the customer experience relevant to each channel. If you are running a community forum, for example, it may be best to stand back and let your customers engage and help each other, and only come in to offer solutions when they are really stuck; whereas on Facebook, when a customer posts a question they expect the company to get back to them – and soon!
When it comes to issues raised on social media – silence is simply no longer acceptable. You need to own the problem and be seen to be actively assisting with is resolution. Effectively managing issues is one great way to earn loyal advocates.
There are a number of ways to measure the success of your customer experience with social media. We would suggest the main areas to focus on would be:
- Attitudes – How are people talking about your brand?;
- Intensity – What is the momentum and intensity of a topic or issue?;
- Context – What drives sentiment and emotion?;
- Blind Spots – What are we missing in relation to achieving great customer satisfaction scores?;
- Issues and Crises – Are there existing or emerging service or product issues?; and
- Service Levels – How quickly do we respond – can this be improved?
By measuring and collecting metrics within these areas you will be in a position to benchmark and further improve your service levels, optimise your content to what people care about, focus on direct engagement where necessary and be in a position to better identify and manage emerging issues and crises.
This was the fifth part of our 6 part series in the Six Key Aspects to Inbound Marketing ROI. The next and final instalment, Part 6 – Innovation is only a click away.
If you enjoyed this blog – please check out our latest ebook – “The Inbound Marketers Manifesto“
About the Author
Bruce Grant is the Chief Integration Officer at Mighty Media Group and has a wealth of expertise and experience with managing people and projects along with data, systems, workflows and technology. He oversees the company’s implementation and technology teams, driving transformation from social media and digital strategy, with a focus on inbound marketing, web development, sales enablement, SEO, social media marketing and campaigns, blogging, content creation, analytics and much more. Follow Bruce on Twitter @BruceJohnGrant or drop him an email anytime on firstname.lastname@example.org.