Social Customer
Experience

Your product. Your customer experience.
One and the same.

80% of customers say that experience is just as important as a product or service.

What customers expect from brands and marketing today.

As the world’s primary interactions take place more often on social media, customers expect genuine, human touch points with brands. They don’t want to be treated like numbers. Who does? They want marketing efforts, conversations on social media, and media—such as videos or blog posts— to be personable, with them as the focus. Not your company’s mission statement.

Customer’s modern expectations for the customer experience journey:

1

Treat me like a human

5

Speak about my passion/pain

2

Respond to me quickly

6

Give me value for private data

3

Be consistent across channels

7

Reward my loyalty with value

4

Tell me what you stand for

learn more about SOCIAL LISTENING

The customer experience gap

Most people are familiar with this stat: while 80% of brands believe that they provide a superior experience, customers say only 8% actually do. In the 15 plus years this stat has existed, why hasn’t it changed? Simply, customer expectations aren’t being met. Not understanding— or worse, ignoring— consumer expectations is like driving a car without a steering wheel. Ineffective, to say the least.

If there weren't a gap, you wouldn’t need a marketing team. But since we don’t live in a perfect world, marketing efforts combined with sales and customer service must be focused on the customer if the gap is to shrink.

“Expectations of customer experience are made across the spectrum of every company that your customer is doing business with. If you hope to grow, improve retention, and build advocates, you need to surpass the CX of every brand they’re working with.”
Douglas Karr, CEO
DK New Media and Founder of MarTech Zone

Problems companies experience due to the gap

The gap between companies and customers is manifest in problems ranging from low Word of Mouth to slow responses on social media and negative online reputation to low customer lifetime value. We’ve narrowed down all the many problems a company can have to seven.

The Seven Problems Companies Face:

1

Poor Crisis Management

5

Unable to Make Strategic Decisions

2

High Customer Churn

6

Poor Multi-Location Management

3

Low Customer Growth

7

Compliant Issues

4

High Customer Service Costs


Every company has experienced these problems at one time or another. Many companies have probably found the emergence and rapid growth of social media to be both a blessing and a curse in relation to these problems. In many ways, social media has helped the problems, but sometimes it heightens it.

A crisis, for example, can emerge suddenly from a marketing ad on LinkedIn in minutes on social media. Where before, companies could contain the crisis simply by calling up the newspaper and having them remove the ad, now the Internet gives everything it touches immortality, making a crisis much harder to stop.

Close the Gap with Social Customer Experience

You’ve probably heard of both social listening and social monitoring. While both include researching customer behavior on social media, they are fundamentally different in what they allow companies to do. Social monitoring is solely data collection. You can gather customer behavior, competitors, and industry data on social media, then complete your market research and competitor analysis. Sounds great, right? Social monitoring allows you to be incredibly well informed, so your strategies based on your research should work. But that doesn’t always happen. Why? Because you’re limiting yourself to data that’s weeks old.

At the rate the world moves today, a strategy based on that data leads to a reactive strategy. Your industry, competitors, and— most importantly— your customers have already moved on.Social listening heavily utilizes social monitoring, as historical data is important to strategy creation, but it raises the bar with real-time analysis. With social listening, you can know what your customers and competitors are doing right that second! Then, you can analyze that live data to make and implement better informed strategies quickly.

Where does Social Customer Experience fit in?

Knowing what your customers and competitors are doing is essential to market and competitor research as well as product development; however, if you stop there, what’s the point of having all that data? Social Customer Experience, or Social Media Customer Experience, is all about taking the data you’ve gathered and analyzed and forming it into customer-centric strategies that you can implement across social media and other marketing initiatives. It’s about treating your customers right and improving their perception of your brand by putting careful, data-driven intent into every touchpoint across every stage of the customer journey— making it an emotional positive customer journey.

Customer Elements to Social Customer Experience

3 Key Elements to CX:

While all three of these elements affects customer loyalty behaviors, an improvement in the emotional element provides the biggest lift.

1

Success

Are they able to do the things that they want to do?

3

Emotion

How did they feel about it?

2

Effort

How easy or hard is it to do the thing they want to do?

By enabling customers to do what they want or need to do, providing a seamless purchasing process, and topping it all off with instilling positive emotions in your audience, you’ll win their confidence. While all three of these elements affect customer loyalty behaviors, focusing on their emotions has the biggest impact.

When they emotionally connect with a marketing ad, social media post, or have their problem solved quickly and efficiently on a customer service call, they’ll develop loyalty behaviors. As their customer loyalty strengthens, revenue will increase and the problems your company’s experiencing will lessen.

Social Customer Experience and Customer Loyalty Behaviors

Percentage of your customer base who are more likely to show loyalty behaviors increases with great customer experience.

We all know how important customer loyalty is. Many companies are focusing on their customer experience strategies with the intent of developing customer loyalty behaviors in their audience, but remember that stat we talked about earlier. The 80% vs 8% stat? How very little seems to have changed over the last few years?

This lack of change could be due to companies not providing as good of an experience as they think, customers raising the bar as more companies provide a better experience, or a multitude of other factors. But those factors don't lessen the importance of creating a social customer experience strategy that is entirely focused on the customer.

While you can’t control all the factors, having a strong Social CX strategy will help you better react to unforeseen circumstances, manage your online reputation, and push out marketing and content strategies that are relevant to your audience. By focusing on factors you can control, the experience you create will lead to success.

In fact, most categories that offered a great experience saw an increase in the likelihood of their customer base showing loyalty-based behaviors from 15% to over 80%! That's a 4.5x increase! Across all industries, a strong Social Customer Experience strategy led to an increase in loyalty behaviors and a subsequent rise in revenue.

Social CX influences loyalty behaviors such as

Loyalty behaviors lead to revenue in many ways. Some behaviors include an increase in WOM, in customers making more frequent purchases, or in their likelihood of forgiving a company when it faces shortcomings. In short, they help solve the seven main problems we discussed earlier, which will lead to more revenue.

A study evaluating the impact of customer experience improvement over a three-year period shows how loyalty behaviors differ between the consumers who gave companies a very poor CX rating to those who gave a very good CX rating. This study analyzed companies with $1 billion in annual revenue across 20 different industries.

On average, these companies gained $775 million over three years by improving the experience they delivered to customers, that’s almost a 78% increase!

Getting a 78% increase in revenue in three years is pretty impressive, but hard to believe. Let’s break it down a little by looking at potential revenue growth from 5 key loyalty behaviors: repurchasing from your company, forgiving mistakes, trusting your company, trying new offerings right away, and recommending to a friend.

Social Customer Experience and Revenue

While an 25.8% increase in annual revenue may also seem unbelievable, the increases of the individual loyalty behaviors are much more manageable.

If you're making a social customer experience strategy for the first time, or you’re reanalyzing, tackling the loyalty behaviors you want your customers to exhibit is a good place to start. Get your marketing, content, social media, digital marketing, and other media in line with the strategy, so you can have a unified effort in developing those behaviors. The shift in customer perception of your brand and the increase of revenue you will experience will surprise you. And what’s even more surprising? You’ll find that by focusing on one loyalty behavior, you’ll have greatly improved more of them.

How Nuvi’s Solutions Uniquely Aid Social Customer Experience Development & Implementation

There is no shortage of opportunities to interact with your customers. The question is if each interaction is leading them where you want them to go. Are you delivering your message, your service, your promise to them consistently? And do you have the tools to do that efficiently?

Analyical, Creative and Collaborative Solutions for Social Customer Experience

Social customer experience assists teams by enhancing their ability to analyze, create, and collaborate.

Social CX allows you to gain a deeper understanding of your customers than ever before. You can analyze ethnographic research that is gathered by observing customer behavior on social media. You can see their shopping habits, trends or fandoms your audience may consistently connect with, their political preferences, and so much more. With these unsolicited insights, dig into the data and find out who your customers really are.

Once you know them better, you’ll have a greater ability to meet them where they’re at. You’ll be able to create assets, content, and experiences that will resonate with them. You'll know where they’re at on social media and be able to engage with them. As they come to know you better, they’ll be more likely to stick with you.

With greater insights into your customers, your teams will be more unified. By understanding the customers better, they’ll know what direction they need to go and be able to collaborate efficiently together to create the experiences that will create lasting relationships with customers.

Analyical Solutions

Social customer experience really starts with understanding.

Nuvi Listen monitors social for mentions of your brand, even those you aren’t tagged in. These insights give companies perspective on their customers, competitors, and industry that they’ve only scratched the surface of before. With Nuvi Hub (our database), companies can easily compare the insights with other data lakes. 

Nuvi Analyze helps companies segment, narrow in on, and see the whole picture the data presents. With this holistic view, companies can create better informed social customer experience strategies.

While Listen provides unsolicited customer feedback and insights, Nuvi Review and Nuvi Engage provide companies with direct, solicited feedback. 

Nuvi Review allows you to easily send review invitations through text and email, monitor the progress, and send reminders.

But who are the best people to ask for reviews from? Asking for reviews can be a tricky thing, especially in industries where customers would look down on a company asking for a review. With Nuvi Engage, you can interact directly with customers on social media. As they come to know you, they’ll share stories of great experiences they’ve had. Ask those people to share their story as a review. 

Nuvi Engage also helps companies better understand what products customers like better and why, where their needs aren’t being met, and aspects they like or dislike about your competitors.

With all this knowledge, you’ll be able to create content and meet them where they’re at.

Creative Solutions

Nuvi Plan and Publish help companies take data backed social customer strategies from ideation to publication. Plan out content that will resonate with customers and take the necessary steps to get it out on social for customers to interact with. 

Nuvi Capture furthers a company’s connection with customers by expanding they’re content-creating capabilities. The app enables employees to take photos with customers, get required signatures for media sharing, schedule posts, save to a shared gallery between multiple locations/brands, and post to social channels right from the app. The app will send a notification to the customers in the image so they can share with their friends and family.

Nuvi Locate gives your brand a unified face. As you generate more touch points with potential customers, they will research you. By making sure your company information is the same across all directories, potential customers will have more trust in you. They’ll see all those social posts and blog posts they’ve interacted with coming from a real company and the consistent directories will back up the positive perception customers have gotten from the other touch points.

Collaborative Solutions

Create a more efficient team with full collaborative control of your content. Nuvi Plan and Publish go hand in hand for team collaboration. Together, they enable teams to take strategies from ideation to publication.

Nuvi Plan and Publish are designed for employees to coordinate and communicate on projects, no matter location. The workflow and calendar views highlight where a project is at, which one has priority, and what it will take to complete. Employees can tag team members to get their feedback or help, and they can see everything from content to images to the finalized piece of content before publication, in one place. 

Managers will have better oversight and accountability of their teams. They can address changes that need to be made, participate as needed, and approve the final publication. With easy communication and management tools, they can quickly adapt strategies to meet new insights gleaned from Nuvi Listen and Analyze.

Nuvi Engage also helps teams respond and act on real-time customer concerns, questions, or feedback. Team members can assign a customer query on social media to each other to ensure each one will be answered. 

Know where your team stands with your customers. Make goals to improve your standing and collaborate to reach them.

Learn more about Social Customer Experience.

The Social CX solutions assist in digital marketing, content creation and marketing, social media marketing, data collection and analysis, team collaboration, and online and brand management. This suite of tools are designed specifically to assist in the creation and execution of Social Media Customer Experience strategies.

To learn more about how these solutions can be utilized by your company for your unique audience, request a demo.

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