In this article, you'll learn...
- Four steps to preventing a social nightmare for your brand
- Ways to monitor and manage customer feedback across multiple channels
- How to improve your organization's VoC approach
In today's market, your brand and reputation aren't always safe from the scorn of disgruntled and social-media-savvy customers. Some of the best-known brands in the world have fallen prey to online discussions across the blog community, Twitter, Facebook, YouTube, and other social channels.
As a result, reputation management in this new era of the digital-native customer has changed the way we view customer service.
Looking ahead is critical to managing social media communications and anticipating when something may go awry. In doing so, organizations can both take meaningful action early into a crisis and arrive at a better understanding of customer needs and behavior.
The key to this new approach is an unyielding commitment to interacting with the customer. Such customer service focuses more heavily on "listening" to your customers across different channels and rethinking how to use customer data to re-evaluate and alter your organizational structure (if need be) and flexibly adapt to the changes around you.
The following are four important steps toward achieving the ability to sidestep social media disasters.
1. Be realistic
Instituting a social media strategy doesn't mean you'll be able to control all that your customers say about your company, products, and services. However, it does mean that you'll have access to their interactions, discussions, and conversations.
Having accounts across the standard social media networks is a prerequisite to becoming an active participant in online conversations; at the same time, social listening tools can help you monitor the discussions.