As the Customer Experience Manager, you are asked to be on the front line of readiness for every customer expectation.
You are asked to do whatever it takes to be sure your customer is satisfied on this visit and then will return again and again.
Management trusts you to know the needs, likes and dislikes of every customer. And to deliver services and experiences that appear to be custom made to each individual.
Wow! This isn’t easy!
Traditionally, focus groups and customer surveys were used to understand your customer. When designed properly, focus groups and surveys are informative, useful tools. They provide information to make operational decisions. As are mystery shops.
These are one-sided conversations and snap shots in time. You ask questions, the customer replies. The organization makes appropriate changes – or not. And then you do it again. There is great value in use of these tools. However, …
Social Media Changes the Expectation
Social media has enhanced the opportunity for interactive conversations with your client base. Make a statement or announcement in your feed and your customer will reply – instantly. And the expectation is that you will respond accordingly to show that your organization hears – and cares.
Social media interaction has a huge influence on the perception of your company. Today’s consumer wants to buy from a company who cares.
Your customers’ expectations are evolving daily. You need to be on alert and ready to keep the perception of your firm on your ideal client’s A-list.
A real or perceived error on social media takes only seconds to be sent around the world. If you aren’t careful, you can easily end up on this list of 12 Worst Social Media Fails.
Much is written about creating social media plans. And the advantages of one platform over another for your industry. And actions you need to take to create positive customer interaction.
But the real experience for your customer on line is how your company responds to their comments. Not the nasty, thoughtless comments. Those can be edited away. We are talking about the good comments and the constructive critiques.
Your Response = Customer Perception
Thanks and appreciation go a long way for the kudos you are given on line. Publicly seen, your prospects and customers know you are gracious.
Personal responses to constructive, helpful ideas and comments let the public know you are a company that listens … and cares.
Think carefully about what you want your customer to experience on line – and how your responses will affect your customers’ perception of your firm.
How has customer interaction on social media changed the way you do business? Please share your comments below so others can learn!
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Ready to ‘see’ your customer’s experience through their eyes? Contact us today to schedule a free mystery shopping consultation.