A paper airplane is flying over a yellowish orange background on a dotted line that several upside down raindrops point into along its path. The raindrop points are location markers along the paper airplanes journey. The paper airplane is labelled customer.

How to Optimize Your Social Customer Experience

In an increasingly digital world, it’s essential to keep your digital marketing strategy updated with the latest data from social media. You or your team probably already consider customer experience (CX) oriented strategy as marketing content is created, right? In this day and age, considering the standard customer experience isn’t enough. Many companies only plan for the interactions that take place once a customer arrives at their website or physical store. You also have to consider users’ customer experience on social media. So, what is social CX? What problems does it solve? Why does your marketing team need to pay attention to it? These are all common questions from businesses looking to fine-tune their digital marketing efforts. We’re here to help answer these questions and more. 


What is Social CX?

Social Customer Experience encompasses the interactions and touchpoints your customer has with your business on social media throughout their customer journey. It may involve promoted content from your brand’s social media accounts, sponsored content from influencers about your product or business, or customers reaching out to one of your social pages with a customer service request. 


There are 3 key elements that make up a customer’s impression of the social customer experience your brand provides: success, effort, and emotion. All three are important in resolving a number of issues your business may face. Success answers the question, “Could the customer do what they wanted to?” Effort answers, “Was the process easy?” And finally, emotion answers “How did they feel throughout the process?” 


Nuvi Engage enables employees to tackle comments on social easily. This example is of two students going to SSU. The first is by liza and reads @SSU seriously! DM me plz that's literally what's holding me back from going to this school. The second is by Brent. Some of his message is hidden behind an overlapping message box. What we can see reads: @SSU can you guys...can register for class. The box hovering over the two message boxes is where people with Nuvi Engage can respond. There is no content written, but when it is, it will be written to Liza.


To provide a positive social customer experience, you need a functional, seamless process with content and touchpoints that makes your customers feel understood and valued. For example, a quick resolution to an issue a customer messages you about on Facebook or an emotional connection with the image and caption of an Instagram post can create positive associations with your brand. Your digital marketing strategy should aim to emotionally connect with potential customers on social media, and make it easy for them to learn more about or purchase your product.


What does Social CX solve?

A well-known marketing statistic shows that 80% of brands believe that they provide a superior experience, but when customers were asked, they estimated that only 8% of brands actually do. A strategy focused on social customer experience seeks to lessen the gap between a customer’s expectations and a brand’s reality. When the gap exists unchallenged, it can create issues for the company at large such as low customer growth, negative word of mouth, poor online reputation, low customer lifetime value, and customer churn.


Social media in particular has the power to either help or worsen the gap and the issues it creates depending on how it’s used. Good reviews can help, but negative reviews or comments left unacknowledged can spread like wildfire on social platforms. With screenshots and archiving, all content posted to the internet leaves a permanent digital footprint, so a minor mishap can cause long-lasting damage to your brand’s reputation

This image is of a Twitter discussion between a customer and a company. It didn't go very well. Customer: I don't need another call I need and email?? Really bad service when customer has to call multiple times just to get an email. Company: Sorry for the delay in responding, our Twitter feed is open 0900-1700 GMT. Please DM your [blank] and we'll look into this. Customer: how does a billion dollar corp only have 9-5 social media support for a business that operates 24/7? DM me yourself.
This Twitter conversation between a company and customer was screen captured and is now something neither the company nor the customer can't take back. This is not the worst example in the world because companies tend to have negative interactions like this more than extremely negative ones. The company was professional and offered to help, but the customer was already angry. Customers that view this interaction will be more likely to sympathize with the customer over the company.


So how do you ensure you’re providing the best social customer experience? On today’s fast-moving social media platforms, analyzing the most recent data to inform your digital marketing strategy is essential. The best practices for each platform change more frequently than ever before, and being behind the times can cost you customer experience points. Strategic social listening allows you to be proactive, not reactive, in your content and social customer experience strategies. Analyzing live data will allow you to create and implement better-informed strategies fast enough to keep up.


Why do I need Social CX?

To put it simply, a better customer experience leads to increased revenue for your business. A study evaluating the impact of customer experience improvement over a three-year period showed that companies who improved the experience they delivered to customers saw a 78% increase in revenue over a three year period.


Positive social customer experiences build customer loyalty, and customer loyalty means money is being spent more consistently at your business. Investing in tools that assist your marketing team in improving your social customer experience can lead to an increase in WOM, more frequent purchases from satisfied customers, and customers who are more likely to forgive your company if something goes wrong. In short, it can help combat many of the problems caused by the expectation gap we discussed earlier.


Social customer experience strategies are highly adaptable—you can personalize them to help solve any of the problems your business could be experiencing due to the gap. No two companies experience the same problem in the same way, and your company may experience different problems over time, but you can use the same tools and though-processes to combat them. Social customer experience strategies can be made as unique as your audience.


As your business grows and social media platforms change, you’ll have to update your digital marketing strategy with increasing frequency to keep up with your competitors. Creating new strategies with social customer experience in mind will help you keep your customers satisfied and loyal. 


Looking to learn even more about live data analysis, social customer experience, and how your business can use them to increase revenue? Download our Social Customer Experience guide.

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