Social listening is an important strategy that brands need to consider if they’re to stay up to speed with Millennials and rapid speed conversations.
But does social listening contribute to delivering a great customer experience? Can it help your brand in proactively meeting customer needs?
Yes, it does! And here are 5 ways in which Social Listening can take your customer relationships to the next level.
1. Engage with a large audience (larger than you could ever imagine!)
With a proper social listening software, you can effortlessly listen to those who are talking about your brand, your product or service and also about your competitors on social platforms. Furthermore, Nielsen has found that 33% of customers even prefer to contact brands using social media rather than the telephone.
When that is the case, listening can be a definite first step to understanding what the customer wants. It’s necessary to stay in-sync with the latest customer expectations else you run the risk of losing out to competition. And social listening is the ideal way to stay ahead in this race!
2. You get the ‘real’ scoop on social
Have you wondered why customers are sometimes too nice while filling feedback forms? One of the reasons is that they don’t have the time (hey, you might be asking too many questions!) nor the patience to explicitly express what they think.
How can social listening be of value here? It helps your brand filter out negative comments and get tangible insights from these comments. Let’s say a majority of your audience is criticizing the lack of information on your website. An intelligent social listening software will filter out these comments and deliver an actionable insight like “Working on availability of information on website can help boost website experience”
3. It’s where real-time customer service happens
The need for businesses to go real time would have been written in stone by now – It’s been repeated that often. Well, there isn’t any better place you can hope to achieve this than on social platforms.
You’d have come across the incident where Elon Musk, CEO of Tesla, made sure to respond back to a valuable feedback on Twitter. If you haven’t yet, check out the story here. Customers want to be heard and they treat social media as a platform to engage with your brand and get instant remedies for their issues.
4. Make marketing personalized. Let social content drive engagement!
Personalization is the key to unlocking great experiences and social customer relationships.
Social listening tools can help you identify the way your target personas converse, the words they use, its tonality and unravels their specific needs and expectations from your brand. The insights you gather here can in turn be leveraged to run personalized marketing campaigns!
Moreover, a powerful and dynamic social listening platform can help you segregate your social audience into different categories which also helps in creating relevant content and offers for specific customer groups.
5. Staying proactive
Exceeding customer expectations can be a sure shot way to deliver customer delight. But unless your brand is well equipped with the necessary information and insights, going past expectations isn’t a cakewalk. By constantly monitoring what your customers, as well as other prospects, are talking about and engaging with them regularly, you can come up with a proactive and futuristic customer experience strategy for the long run. And social listening can help you monitor rapidly changing customer needs, anticipate trends and most importantly, deliver actionable insights on how to go about executing these changes.
Social listening is one of the most reliable means to make sense of the myriad conversations and comments on social platforms. Not just that, it provides a platform to learn more about your customers, their changing preferences, and expectations, and connect with them on a personal level no matter how far they are. Social media is already a huge repository of information. Now, converting that information into insights that can build customer experience is the advantage you have with social listening.
FDMC Social and Digital Media LLC
Roy has over 30 years experience in the broadcasting and marketing fields. He carries strong credentials in mass media, social media, advertising, marketing, public relations, and video production. Mr. Garton is also a professional actor and voice-over talent.
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