Last week, we discussed what organizations can learn from listening to and analyzing what customers are saying in social media. This week, we'll go beyond listening to discuss joining in the conversation.
What can you do if you spot a negative comment, a bad review, or a devastating tweet about your product? Knowing that it could harm your reputation, brand, and bottom line, what is the right action to take? You can cross your fingers and hope it doesn't go viral. You can address the issue in the real world and hope positive comments will eventually outweigh the negative ones. Or you can immediately join in the social media conversation – post a comment or reply to a tweet – to address the concern.
By responding in a timely manner in the same medium where a concern was raised, you can turn a negative event into a positive customer service experience. Engaging customers in the social networks where they feel comfortable can lead to more personal and more intimate conversations. Best of all, this enhanced customer support is witnessed by the followers of the original poster to spread the goodwill.
A Social CRM program, which is an extension to current CRM processes, provides a deeper level of engagement that enhances customer relationships and leads to stronger customer loyalty and retention.
HP’s Social Enterprise Services, enable organizations to quickly implement a social CRM program to improve communications, understanding and engagement with customers within social networks.
Learn more about HP's Social CRM service - Social Enterprise Services - by reading our Fact Sheet.
How have you used social media to enhance your relationships with your customers?