6 companies who provide the best experience on social media (and why)
In an age when many consumers grew up using smart phones and social media, it is becoming increasingly important to use social media in your customer experience efforts. According to a case study by Twitter, when a customer tweets at a brand and receives a response, that customer is willing to spend up to 20% more with that brand on future purchases.
In order to create an extensive overall customer and brand experience, companies must utilize customer service best practices in social media. The best way to do this is to use a good social media service and online reputation management platform. This is integral to their overall experience management strategy, and ensuring customers are satisfied at each step of the journey.
In this article, we’ll look at some of the best examples of customer care on social media, so you can understand how to provide the best care to your customers.
Adobe has a dedicated Twitter account, AdobeCare, which is the Official Customer Support account for Adobe. In addition, they post daily support tips and tutorials to help customers use their products better. When a customer buys from Adobe, they not only know that they’re getting a quality product, but quality support and customer care to go with it.
This is just one example of a company using omni-channel feedback to help customers get their questions answered, so they can use your products more effectively. This strategy of helping customers get more educated through social media can help cut down on the amount of support calls your customers get because they’re learning through a self-service model and constantly absorbing information if they’re actively following your accounts.
Customer Experience (CX) -focused companies understand what is important to their customers. Buffer’s social feeds provide research and data to help their customers reach more people on social media. Their Twitter feed is full of studies, white papers, links to research, and articles that their customers will find useful.
While linking to other research is helpful, curating a content hub of original articles can take your resources a step further. It shows that you’re an expert in your field and you’ll generate a solid base of content for your social media accounts and traffic.
When a customer goes to your social media account, they want to be able to clearly recognize your brand. Tiffany and Co. has been around for years and does a great job keeping a consistent brand image so followers know what to expect from the brand. Not only have they created a consistent brand identity and tied the iconic Tiffany Blue into their photos, but they started doing Instagram stories that educate and delight their customers. One story about NYC, takes viewers through iconic NYC food options, from hot dogs to tea parlors. They manage to be relevant to a younger audience and provide entertaining content, while still keeping their luxurious reputation. Through their use of brand identity, they generate an enormous amount of engagement and are heads and tails above the average jewelry and watch brand.
Tiffany and Co. has turned their brand into a religion and created fans all over the world. You can do this too by managing your brand experience and monitoring your brand, your market, and your competitors to make it easy to find breakthrough insights to turn your brand into a religion.
If a brand is going to be present on social media, they must also interact with their followers (for both positive and negative comments). Mitsubishi does a great job at interacting with fans that comment on their Facebook ads. You can see an example of interaction with ads for their new SUV below. By responding to fans, they are drawing engagement and improving their brand experience
Dominos became a legend in CX when they created the tweet-to-order and the introduction of ‘DOM The Pizza Bot’ a few years ago. Together, these products make it easy to order pizza quickly and conveniently, creating a better customer experience. They have a casual and honest tone which has helped customers grow to love the brand. Brands must make it easy for customers to order or access their products, and this is about as easy as it gets.
To provide a great customer experience, you must respond quickly on social media. Millennials especially, who grew up on social media expect faster responses than older generations. In fact, 83% of people expect to get a response within 24 hours, and many want it even faster. Zappos is known for speed and often responds to customer comments (both positive and negative) within an hour. Not only do they acknowledge the comment but they often have a lengthy and humorous conversation with the customer which shows they’re invested in their customers as humans. Employees are empowered to use personality (with a little discretion!) when monitoring.
Zappos also monitors their social media accounts not only for direct mentions, but for instances where the brand is mentioned in the plain text of posts as well. They are constantly monitoring their online presence so they can respond to every comment. Online reputation management is important because most consumers are influenced by online reviews and comments.
Qualtrics helps you monitor your social media and online presence with their reputation management software.
In the future, expect more companies to turn to social media for customer support, especially as millennials and Generation Y become the primary purchasers. These generations grew up on social media and expect brands to be engaging with them and monitoring their complaints and mentions. In addition, bots are growing more popular so you can expect companies to put more AI into the social customer experience. Just make sure the bot actually understands the question before responding.
If you’re not monitoring your social media accounts and online presence, you could benefit from Qualtrics’ online reputation management platform. Not only can you gain actionable insights hidden in your customer’s social reviews, you can monitor and analyze key trends in your online reputation by location, see how it impacts your key customer experience metrics, and understand how you compare to the competition.
Monitor your social media and online presence with Online Reputation Management