Optimal customer satisfaction: know your customer
Understanding your customer is key for good service. Web care teams deal with multiple personalities on a daily basis. These teams often manage a standard approach to reply to certain messages, such as, for example a complaint, remark or question. Yet it can help to take notice of the types of customers seeking contact. How can you get to know your customer best, and how do you apply this knowledge towards an optimal customer experience?
Know your customer
Web care teams not only deal with loyal and positive customers all of the time, but also critical, introvert, angry, funny or sad customers. By not only taking the type of message into account, but also the type of customer, you can ensure optimal customer experience. Did you know that it pays off to give attention to your brand ambassadors? Negative messages spread faster, but positive messages have a larger reach. Don’t just focus on resolving complaints, but reward positivity too.
Each web care team knows what I’m talking about: the loyal, positive customer. People who love your brand and constantly seek interaction. These are the people who will happily share and respond to your content. To strengthen the bond with this group of people, it is a good idea to give them the attention that they desperately need. Have you got time for a retweet or shout-out? Go for it and make their day.
Recently the article Positive content greater reach then negative appeared via Marketingtribune. Research shows that positive content has a longer expiration date then negative content. Negative messages spread fast, yet positive messages are liked more, have a longer share capability, and therefore have a greater reach. We need positivity and good news. PostNL also emphasises on positivity and enthusiasm within their renewed social media strategy, from which they gained a larger group of mail fans, via amongst others, Instagram. It pays off to actively work together with people who have a positive attitude towards to your brand.
— Dennis Voorn (@VoornDennis) April 22, 2016
Just like people who constantly focus on the positive, there are people who have a negative attitude towards your brand. In their eyes you can never do right. They criticise each message you post. This behaviour can often be explained through an extremely negative experience in the past. Do you want to approach these people to find out where the negativity comes from? Approach these people with respect, and in a friendly manner, and try to suss out the underlying cause of the current negativity. If they remain negative, it’s a good idea to cease the mission, and not to dig deeper in the negativity.
Each platform gives you introverts. People who read everything but hardly ever interact. They wont share messages and never give likes or responses to your messages. Yet they like to read along with everything. Get them involved with your brand through active questioning. Since introvert people are the ones who know what’s going on, start the conversation and listen to what they have to say. Your willingness to respond to what they have to say will be seen as a reward for their involvement, encouraging them to get more involved. Keep these people in mind when creating content. Mix it up in your content, and try to keep these people satisfied too.
The temporarily angry customer
We have noticed that there is a low-threshold when it comes to expressing anger about a company through social media. Customers, who feel you have wronged them, won’t hesitate to make this public knowledge. It is Important to help these people as best as you can. A few factors are necessary in satisfying these customers. Listen to what they have to say, map out the situation, and try to put yourself in their shoes. Empathise and show understanding towards the situation. It may happen that you, as a web care employee, will get mad when receiving certain messages, making it difficult to emphasise when responding. When in doubt as to whether a response is good, ask a colleague to approve the message for you.
It is important to reply quickly and acknowledge mistakes when the mistake is within the organization. Make the conversation personal, offline if necessary, and be sure to follow up. Actively ask for feedback about the offered solution. This shows that you take your customers opinion seriously. More often than not, temporarily angry customers are willing to give a compliment in the end, when they feel they have been helped nicely, and the problem is resolved.
Negative messages: keep or delete?
Many organizations are questioning what to do with negative feedback. You would prefer to delete them from all public channels, yet this isn’t always the best solution. A negative message gives you the opportunity as an organization to show that you take criticism seriously,,and do something about the situation. An exception can be made when the message contains swearwords or other unacceptable language. Make sure to emphasise that such messages will be deleted, and also why, thereby preventing further criticism.
Using groups as a filter for reports
By reporting incoming questions and complaints, structural improvement points can be formed for your organization. It is possible to use the opinions of certain groups of people, for example criticasters, journalists etc. in doing this. Put these people in a separate group, and use the group as a filter on your report, to see what these people have to say about a certain subject.
Minister @ArdvanderSteur zegt voor zoveelste keer dat hij bereid is te leren. Maar met alle respect minister van VenJ is geen stageplaats
— frits wester (@fritswester) April 7, 2016
Social CRM for a 360 degrees customer-image
The use of social CRM can offer results when trying to better understand your customer. Social CRM offers the possibility to link various accounts to one client profile, for example WhatsApp, Facebook, and Twitter account, so that relevant customer information can be presented together. With future contact it is no longer necessary to ask previously asked questions, as previous conversations, and corresponding history, are visible in a clear timeline. This way you gain insight into the context of the conversation, through multiple channels. If you take a question from Twitter into consideration, a previous conversation through WhatsApp could offer new insights.
Do you have any questions regarding how to better understand your customer? Please don’t hesitate to contact us by firstname.lastname@example.org or just call 085 210 50 60.