Social media and customer success: in 2022, these two sectors will have to work together
Posted: Thu Dec 05, 2024 6:52 am
We often think of social media as a marketing tool for a very obvious reason: social media is fertile ground for a brand to connect with its audience, listen to opinions, share creative content, start conversations and build a sense of community with its customers.
Sharon Embry
Jan 20, 22 | 7 min read
How to combine social media and customer success to increase your brand's credibility
Reading time: 6 minutes
In other words, social media campaigns are great additions to any company’s marketing strategy. We also know that this is just one of the many benefits that these apps can bring to a brand.
In this series of articles by Rock Content in partnership with Hootsuite, we saw that social media can directly help the sales team as a way to promote a buying experience, since their KPIs can be transmitted to other departments in the company.
These channels are important touchpoints for speaking with customers. So how does this impact a brand’s customer service and success?
According to Hootsuite’s Social Trends 2022 , 59% of respondents agree that customer service using social channels increased business value over the past 12 months.
Companies are beginning to view social media as a customer service channel, because people are seeking out these channels to communicate with them.
Whether searching for information, making south africa email address a purchase or solving a problem, they expect a response that is as fast, complete and useful as any other official brand communication channel.
Data has shown that 64% of people prefer to text rather than call a business . According to Gartner, 60% of all customer service requests will be handled through digital channels by 2023 .
It is vital for a company to offer excellent customer service and have a high-performing Customer Success department.
Digital presence, quick problem resolution and accessibility to product information are key to keeping customers happy and building trust.
The customer wants problems to be resolved easily and quickly
Classic situation: You have a problem with your internet and you call your service provider. You enter your account information and wait for minutes — sometimes hours — for the assistant to speak to you.
Finally, someone answers you. You explain your problem. This person asks you to perform a few basic troubleshooting steps — which you've already tried — and, without letting you speak, transfers you.
You wait a little longer. You speak to another assistant. You have to explain your problem again. And then this person — who most of the time also can't help you — needs to transfer you to another level of support or supervisor. And so on, several times.
Nowadays, with the power of the Internet, people know that their problems can damage a company's reputation if too many people share them on social channels.
Of course, as a business, you want to provide the best service to your customers. But on social channels, if a problem goes viral, even people who have never contacted you may avoid doing business with you or stop working with you because of other customers' problems.
That's why it's so important to strengthen the relationship between marketing and customer success in the era of social media.
Marketing knows how to monitor social services and customer success knows how to solve customer problems. It is crucial to provide a solution to your customers on any channel they contact you on.
This alignment can help you build closer relationships with your customers and also help you avoid an image crisis due to a lack of follow-up on social mentions.
Of course, the number of social messages received varies between companies. A B2C online retailer , for example, will receive many more requests and will have to develop faster and more robust processes to provide solutions to customers.
But even B2B companies like Rock Content, with most of their requests coming from more traditional sources, need to monitor their social media accounts and create processes to better integrate marketing with customer success.
And of course, this is a challenge. Despite the increase in demand, Hootsuite’s report shows that 71% of organizations have not yet started investing in social customer service or do not plan to invest at all.
Here at Rock Content, our Marketing and Customer Success teams strive to develop a holistic understanding of customers and execute successful partnerships on a broader scale.
Below we will give you some tips based on what we have learned so far.
Keep reading, now the best part is coming!
1. Marketers should work with CSM teams to design their campaigns from a customer success perspective
ADVERTISEMENT
Social media is an opportunity to improve the customer experience throughout their journey. It is worth highlighting: when marketers design strategies, they are not only looking to attract new customers, but also to retain current ones .
Let's think about a big traditional brand: Coca-Cola. It's hard to find someone who doesn't know what Coca-Cola is, but the company still advertises it. Why? To maintain its position in the market.
In social media we have another ingredient: interactivity. Anyone can talk and get in touch with you at any time.
Sharon Embry
Jan 20, 22 | 7 min read
How to combine social media and customer success to increase your brand's credibility
Reading time: 6 minutes
In other words, social media campaigns are great additions to any company’s marketing strategy. We also know that this is just one of the many benefits that these apps can bring to a brand.
In this series of articles by Rock Content in partnership with Hootsuite, we saw that social media can directly help the sales team as a way to promote a buying experience, since their KPIs can be transmitted to other departments in the company.
These channels are important touchpoints for speaking with customers. So how does this impact a brand’s customer service and success?
According to Hootsuite’s Social Trends 2022 , 59% of respondents agree that customer service using social channels increased business value over the past 12 months.
Companies are beginning to view social media as a customer service channel, because people are seeking out these channels to communicate with them.
Whether searching for information, making south africa email address a purchase or solving a problem, they expect a response that is as fast, complete and useful as any other official brand communication channel.
Data has shown that 64% of people prefer to text rather than call a business . According to Gartner, 60% of all customer service requests will be handled through digital channels by 2023 .
It is vital for a company to offer excellent customer service and have a high-performing Customer Success department.
Digital presence, quick problem resolution and accessibility to product information are key to keeping customers happy and building trust.
The customer wants problems to be resolved easily and quickly
Classic situation: You have a problem with your internet and you call your service provider. You enter your account information and wait for minutes — sometimes hours — for the assistant to speak to you.
Finally, someone answers you. You explain your problem. This person asks you to perform a few basic troubleshooting steps — which you've already tried — and, without letting you speak, transfers you.
You wait a little longer. You speak to another assistant. You have to explain your problem again. And then this person — who most of the time also can't help you — needs to transfer you to another level of support or supervisor. And so on, several times.
Nowadays, with the power of the Internet, people know that their problems can damage a company's reputation if too many people share them on social channels.
Of course, as a business, you want to provide the best service to your customers. But on social channels, if a problem goes viral, even people who have never contacted you may avoid doing business with you or stop working with you because of other customers' problems.
That's why it's so important to strengthen the relationship between marketing and customer success in the era of social media.
Marketing knows how to monitor social services and customer success knows how to solve customer problems. It is crucial to provide a solution to your customers on any channel they contact you on.
This alignment can help you build closer relationships with your customers and also help you avoid an image crisis due to a lack of follow-up on social mentions.
Of course, the number of social messages received varies between companies. A B2C online retailer , for example, will receive many more requests and will have to develop faster and more robust processes to provide solutions to customers.
But even B2B companies like Rock Content, with most of their requests coming from more traditional sources, need to monitor their social media accounts and create processes to better integrate marketing with customer success.
And of course, this is a challenge. Despite the increase in demand, Hootsuite’s report shows that 71% of organizations have not yet started investing in social customer service or do not plan to invest at all.
Here at Rock Content, our Marketing and Customer Success teams strive to develop a holistic understanding of customers and execute successful partnerships on a broader scale.
Below we will give you some tips based on what we have learned so far.
Keep reading, now the best part is coming!
1. Marketers should work with CSM teams to design their campaigns from a customer success perspective
ADVERTISEMENT
Social media is an opportunity to improve the customer experience throughout their journey. It is worth highlighting: when marketers design strategies, they are not only looking to attract new customers, but also to retain current ones .
Let's think about a big traditional brand: Coca-Cola. It's hard to find someone who doesn't know what Coca-Cola is, but the company still advertises it. Why? To maintain its position in the market.
In social media we have another ingredient: interactivity. Anyone can talk and get in touch with you at any time.