More than ever, consumers are relying on peer recommendations gleaned from the digital world – and that’s why it’s increasingly important for brands to make good customer service an integral part of their marketing mix. 360i’s latest POV on “Customer Relationship Management 2.0” suggests brands extend their conventional CRM efforts to more personalized and proactive customer outreach in the social sphere.
The good news is that social media users in the U.S. are eager to meet brands online. A recent study found that 85 percent of Americans agree that companies should not only be present, but also interact with customers via social media – and more than half say they feel a strong connection with brands they interact with in a social environment.
Marketers can bring their customer care strategy to the next level by:
- Using online interactive channels to monitor positive and negative chatter in real time
- Building solid relationships with their customer base by addressing complaints and rewarding advocates
- Giving customers a forum for helping each other solve problems on their own
- Using online platforms to tell their own side of the story