Tuesday, December 6th, 2016 | 3 min read
In today’s social age, there’s a lot of noise out there, especially when it comes to consumers discussing how they feel about companies and their products and services. Many take to Yelp or Amazon to review something they’ve bought, and others flock to company-owned review sites to share their thoughts.
Increasingly, though, consumers are using social media networks to share their thoughts about recent purchases.
This poses a problem for companies that monitor relevant reviews on third party sites and have a close eye on their own website’s review section, but use a completely different resource to listen to what people are saying about them on social.
Indeed, there is a pressing need for companies to have a holistic view of their customers across multiple channels. Brands may have a social listening capability to capture a wide range of feedback, but those insights exist in a vacuum since most brands use a separate tool to analyze reviews on their own sites.
The solution to this conundrum is an integrated system of engagement that drives conversion — both online and offline.
Such a solution should arm brands to know how customers feel about certain products and a company’s in-store experience. The solution should allow companies to understand how they stack up against the competition when it comes to products and service, and it should even equip brands to analyze photos on social media to see how people tend to use their products.
With these capabilities, brands can generate a single view of their customers’ feedback, regardless of how many websites or social channels that people use. With a stronger grasp of what customers have — and haven’t — purchased, companies can ensure that they aren’t targeting consumers with ads for something they’ve already purchased, and on the flipside, can know when someone clicked out of an ecommerce site with an item still in their cart.
A full view of the customer can also help with risk mitigation, as brands can spot negative reviews more quickly and know immediately which channel is best for addressing them. And with a wealth of reviews at their fingertips, brands have access to insights that can inform improvements to their product offerings, which can (hopefully) gradually mitigate negative reviews.
Gathering all relevant information in the same place is a handy organizational trick, and one that is particularly important for businesses sifting through a growing amount of digital feedback. With a holistic solution, brands can cut through the noise and use the insights they receive to make improvements across the business.
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