The role of customer service has become more important with the increased popularity of social media, reviews and digital marketing as a whole. Because a business’s reputation can be made public immediately via the internet rather than through old fashioned word of mouth, today’s customer service needs to focus on initiating and maintaining relationships with customers. A large part of maintaining constructive relationships with your customer base is ensuring a positive customer experience (of course, this goes beyond driving them to your website or social media page).
Customer service begins when users access your website, visit your social media page or research your business on review sites. A successful customer experience will connect your business with your customers emotionally. People are not interest in constantly being bombarded with data or statistics. They want to find a business that can deliver on their expectations while providing enough information for them to make a confident decision.
There does not need to be in-person interaction taking place in order for someone to develop an impression. Digital experiences connect potential or existing customers to your business without one-on-one interaction. The functionality and content within your website are crucial to engaging consumers and getting them to take the next step in seeking out your service or product. You want your website to have creative content that sets you apart from your competition while being practical.
Social media has become more than just a means for personal networking. Businesses need to be active participants on social media in order to maintain their brand’s image. Sites such as Facebook, Twitter and Google+ should not be treated as a one-way communication tool. Actively contributing to the communication on these sites shows commitment to followers and will appeal to new and prospective customers.
More people are relying on reviews when making a decision about businesses. According to a study by Dimensional Research, 90% of consumers claimed that positive online reviews influence buying decisions, while 86% of consumers’ buying decisions were influenced by negative reviews. Just a few bad reviews can cost a business new customers if the reviews are not handled correctly. When it comes to online reviews, action and timeliness are crucial to maintaining a positive image with not-so-positive criticism.
The customer experience has a tremendous influence on your business’s digital marketing strategies. Whether you’re looking to refine your website, develop a social media plan or gain control of online reviews, Strategic Marketing has the knowledge and ability to ensure your digital marketing efforts are providing your business with your desired outcomes. Contact us today to find out how we can help you improve your customer service!