To personalize your experience with your customers and create meaningful, one-on-one conversations, collect as much information as you can about them. Beyond knowing what people say about your brand, tracking conversations and analyzing sentiment data, gain more access into the data of your individual customers to customize the experience and provide even better support.
Social media gathers valuable information (e.g. demographics) to customize conversations and connect with your customers on a deeper level. Bear in mind that you need to deliver value before customers share that personal information with you.
How do you deliver value by leveraging customer data? Here are a few tips to help you get on track:
1. Make Small, Yet Powerful Tweaks to Your Engagement Strategy
Never underestimate the power of using a person’s first name to reply to a mention. If possible, and indicated on your customer’s profile, use their name to customize the experience and address them personally.
Hi Sofie! How can I help you?
Quickly save all the valuable information you were able to collect about your customer in your built-in CRM system within your social media tool. This will help you customize any conversation you have in the future and provide context to the situation. Add your own custom fields to save valuable information that is only relevant to your business. For example, you can add a field with a customer’s VAT number.
2. Analyze Before Replying
Personalizing conversations on social media is not about rewarding your customers without any true value, it’s about understanding the context of each interaction and being able to take proper action.
Analyze every mention before replying and take a look at the previous conversations you had with that particular customer. Dealing with an angry customer isn’t easy. No one likes to be yelled at. However, when you respond to a complaint it’s important to be careful and don’t be afraid to jump in the conversation.
A lot of companies are afraid of making mistakes by handing over the responsibility of managing their social media presence to their employees. In order for your team to feel empowered and for your management to have more confidence, use response flow sheets based on the previous conversations you had with customers and fixed scenarios on how to handle situations. Don’t forget to continuously update them to stay in touch with the issues or questions your customers struggle with.
3. Build Trust with Service Level Agreements
Set up Service Level Agreements (or SLA’s) to build trust with your customers and be as transparent as possible about the service you want to deliver. SLA’s will guarantee the service you provide your customers. Do you want to make sure your social media team replies to EVERY incoming mention within the hour on business hours? Make a firm statement on your website so customers know what to expect from your service.
Set up SLA’s to take control of the situation and create realistic expectations for your social media team to live up to. Beyond leveraging data, make sure your company is committed to not only set realistic goals, but follow up on them as well. You will be surprised by how much this reduces stress in your team.
4. Send a Follow-Up Note
Social media has given your customers an immediate outlet to make complaints or questions public. Moreover, companies receive immediate feedback from their customers – no matter where they are in the world.
Think about how much effort it used to cost you to contact a company through the phone. Nowadays, customers are truly in control of the situation. When companies are able to solve customers’ issues urgently, seize this opportunity to ask for immediate feedback. Ask if the interaction was helpful, and if not, take further action to make sure you end this interaction on a positive note.
Go to the bitter end to satisfy your customers and follow up easily with conversations. Why not send them a quick message a few days later to that particular customer to make sure they’re still satisfied? Make sure your customers stay connected to your company, and really show you’re willing to go through great lengths for your customers.
In brief, a crucial part of leveraging customer data is providing context to your one-on-one conversations this will meet the needs of your customers even better. Remind your social media team to consistently optimize your engagement strategy by adding small, yet effective tweaks to it, and adding more structure and transparency through Service Level Agreements and comprehensive response flow sheets.