Use social media to start now

These more sophisticated techniques can bring bigger returns, but regardless of maturity level, brands can benefit by turning to social media.

Social media plays an important role in customer experience management. It is both a research tool for understanding the problems in the customer journey and a channel for improving the customer experience.

The volume of branded, organic conversations on social media allows the data to be turned into a research opportunity, highlighting customer pain points and allowing you to improve the overall experience.

CEM on social media

When brands first embraced social media it was mainly as a marketing and selling tool. Socially savvy brands have now realized that social media is first and foremost social.

From sharing interesting content to answering questions and complaints, social media covers multiple business uses, and all of them form a part of the customer journey.

Research your audience

The first step in improving customer experience is understanding your audience. This knowledge will inform all of your marketing and is also the foundation for CEM.

Social intelligence can turn online conversations into a great tool for uncovering consumer insights, helping you understand the different segments that make up your customer base.

Rather than counting up mentions of your brand, social media research allows you to ask interesting questions and get an in-depth look at your audience.

Don’t bombard with marketing

Think about the customer experience of following your brand on social media. If a brand delivers a constant stream of adverts, it jars with the rest of the social experience.

A mix of content works much better than a barrage of sales messages. Share content from other sites, making you an authority in your industry. Share company news and culture, ask questions, be interesting, and have a personality.

Improve customer service

Customer service is clearly one of the main priorities for improving customer experience, yet many companies don’t offer the service that consumers expect. This provides a great opportunity for brands who want to take their customer service to the next level.

In fact, implementing robust social media customer service can see a reduction in costs, quicker response times (vital from the CEM viewpoint) and happier customers.

Personalize your marketing

Personalized marketing improves the customer experience massively by ensuring more relevant messaging is seen. In fact, HBR reports that personalization can deliver five to eight times the return on investment for marketing spend.

Show off brand culture

The nature of social media allows a chance to show off your company culture.

A press release is dense with information and will tend to be quite dry, and your website will highlight the benefits of your product or service in a professional tone. Social media is a chance to show the human side of your brand.

Research beyond your industry

Competitor intelligence is important: you need to be offering a better experience than your rivals. But it is worth remembering that consumers are interacting with a large number of brands and will have other experiences to compare your efforts to.

The standard for a good brand experience is not being set by your prior engagements with that customer, or even by the industry standard, but by the best brands across all industries.

Collect data

Customer experience management provides a chance to know the most common questions and pain points. Collect data on different types of issues as they arise to discover the most common problems.

Develop a customer experience culture

You may be striving towards more complex customer experience management, but only part of that change is technological. Changing the company culture to focus on these issues is equally important.

Using the research power of social media will help your business become more customer-centric, and highlight issues that can be fixed both on social media and in the wider customer journey. In this age of customer reviews and word-of-mouth, this change can become the differentiator between you and the competition.