Wednesday, June 28th, 2017 | 4 min read
Social media is the bedrock of successful customer experiences. Many businesses know this, but few have the tools and skills to deliver truly valuable experiences for their customers.
According to new research from Sprinklr and Harvard Business Review Analytic Services, 12% of enterprise managers and executives fully integrate social media with customer experience management, while 27% don’t integrate the two at all.
Those select, leading companies don’t just deliver more value; they also dominate the market, increase revenue, and reduce costs.
Let’s look at how three leading companies use social media to deliver superior customer experiences.
People are inherently social beings. They want to tell others about their experiences, and join together over shared interests and passions. That’s why LEGO empowers its customers to share their own creations on social media.
Through LEGO Ideas, for instance, fans can submit their own concepts for LEGO sets and upload them to the brand’s microsite. They’re then invited to promote their ideas on social media and gather as many supporters as they can. Projects that generate 10,000 supporters are sent to the LEGO Review Board, which chooses select designs to become new LEGO products. This initiative helps the brand generate new ideas, build an engaged community, and connect with fans across the globe.
“People like to build LEGOs together … people take pride in their creations,” says Lars Silberbauer, LEGO’s senior head of social media and search. “They want to share what they have built with someone else. When we engage based on those two social needs (as we call them) then it takes off.”
For leading companies, customer experience isn’t just a customer service challenge; it’s a fundamental strategy that can help them outperform competitors and build valuable relationships with consumers.
Nestlé, for example, has established a customer care organization called Customer Engagement Services. By focusing on social media – where consumers are already active – the brand is able to transform customer care from a costly strategy into a profitable initiative.
“If your end game is to build profitable first-party relationships,” says Pete Blackshaw, Vice President of Digital and Social Media at Nestlé, “you may find that it is far more expensive to acquire a customer through ‘performance marketing’ … [than] through service channels where target customers inevitably have questions.”
When social media is fully integrated into the customer experience, it starts to break down silos. Microsoft, for example, has a social media command center that covers over 110 social channels and 24,000 daily interactions for 28 brands across the company.
The center monitors and manages all social media interactions in the U.S. – gathering real-time insights and responding directly to customers as needed. It also forwards social media messages to other parts of the organization, such as customer care, cloud computing, and artificial intelligence.
With this epicenter of social activity, Microsoft can establish a unified brand voice and deliver seamless customer experiences across social media.
If enterprises want to outshine competitors, they need to provide relevant and personalized experiences at every touchpoint. The only way to do that is through a robust and comprehensive social media strategy.
By integrating social media and customer experience, brands can build engaged audiences, dominate the market, and deliver value at every touchpoint for every consumer.
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