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On Social, Brands Use Rewards, Customer Service to Foster Loyalty The ability to combine traditional loyalty programs with social media holds great promise for retailers and brands trying to strengthen retention, says a new report by eMarketer. But there are several key steps retailers must take in order to be successful—or they’ll risk simply becoming another forgotten “like.” The new report, “Social Loyalty: From Rewards to a Rewarding Customer Experience,” analyzes findings from dozens of third-party research providers and interviews with industry executives, outlining several best practices for marketers looking to improve customer loyalty. Why? Because many traditional loyalty programs are not highly effective, eMarketer notes.
Companies Use Social to Track and Follow Up on Brand Mentions B2B companies lag behind their B2C counterparts when it comes to using social media to track what customers are saying about their brands and following up on that feedback. In January 2012, customer experience management software company Satmetrix surveyed over 1,000 B2B and B2C companies worldwide and found that more than half of B2C companies (53%) both tracked mentions and followed up on them, while an additional 25% only tracked and 4% only followed up. This is compared to only 27% of B2B companies that both tracked mentions and followed up on them.
Secrets of Successful Social Media Engagement Social Media has changed the traditional notion of how brands connect, engage and evolve relationships with prospects and customers… but are brands connecting with their community in the right way? “Six out of ten Britons & Americans do not want to engage with brands through social media, leading to companies creating mountains of digital waste.” Source: TNS Digital Life study (surveyed 72,000 consumers across 60 countries), November 2011 Furthermore the active audience primarily engaged when a promotion or special offer is involved, thus questioning the true integrity of the relationship. Putting Tactics Before Strategy
Jeremiah Owyang’s 5 steps to escaping the “social media help desk” – The Bazaarvoice Social Commerce Blog Has your company fallen into the trap of the “social media help desk”? At Social Commerce Summit 2011, Jeremiah Owyang’s keynote addressed of one of the biggest challenges ahead for social strategists: scale. One-to-one customer service models on social networks may work well now, but we’re creating an expectation for customers online that we can’t meet forever, Jeremiah warned. As the collective online conversation grows every day, maintaining this direct brand-to-customer conversation with every customer will be impossible. American Airlines Opens Up Lounge to High Klout Scorers Have a lot of Twitter followers? American Airlines thinks you're worthy of its posh 'Admirals Club' -- free of charge. Klout, a social-influence measurement tool, introduced a "perk" today that's bound to intrigue frequent flyers, or else make them squeamish. The company, which offers deals to those with high "Klout scores," is offering those with a 55 or above to qualify for a one-day pass to American Airlines' Admirals Club in 40 different airports -- regardless of whether they're booked on one of the carrier's flights. Admission includes first-class benefits like free Wi-Fi and beer. A Klout score of 55 (out of 100) gets you into the Admirals Club.
Banking on Social Listening: 10 Steps to a Successful Social Strategy for Financial Services (ebook) Are you ready to start investing in social media? Are the challenges of compliance and regulations holding you back? Don’t get left behind. BNP Paribas Fortis Increases Brand Visibility by 5000% Check out our new interview on social listening strategy with BNP Paribas Fortis’ social media team. The Challenge In 2011, BNP Paribas Fortis became active in social media, but the popular European bank wanted to develop stronger relationships with their customers, and reach out and engage with their global audience in a more personal and direct way.
Managing social media as a customer service channel Home » industry research, Infographic, Social Media News When customers experience a problem with a product, 57% will turn to the internet for help. Of this group, 91% cite online knowledge bases as their first port of call. Then comes social media. Thanks to the increasing presence of brands and organizations, the platform has rapidly evolved from a digital space where users connect with friends and family, to a complaints channel where users expect quick responses and on-demand assistance.
Just 11% of people expect to receive customer service via social media An inevitable consequence of the push to achieve sales through multiple channels is that businesses must also be prepared to deliver multichannel customer service. Poor levels of service can ruin the overall shopping experience and mean that the customer is lost forever, so online, in-store, mobile and all other channels must work together to deliver an excellent overall customer experience. New research from eDigitalResearch examined how consumers prefer to contact companies and then compared the various response times and satisfaction levels. The survey asked more than 2,000 UK respondents how they expect to be able to contact a business - 92% selected email, followed by telephone (71%) and by post (45%). Fewer than one in four (22%) said live online chat and just 11% said social media.