The social customer journey is all over the map. Here’s how to make sense of it.
A new report from industry research firm Aberdeen Group titled “Social Customer Care: Three Steps to Best-in-Class Results,” states that companies delivering best-in-class social customer care improve customer satisfaction rates by more than 26% year-over-year compared to a 1.3% change in all other companies.
And that’s not the only area where companies that prioritize and optimize social customer care outperform those that don’t. According to Aberdeen, best-in-class companies also have more than double the increase in customer lifetime value, nearly double the revenue from referrals, as well as far higher profit margins per customer and a substantially increased return on marketing investments.
What does it take to deliver a best-in-class social customer care experience? You have to understand and then re-architect the customer journey.
One of the things that makes social customer care so challenging is that it’s no longer simply a matter of monitoring Facebook and Twitter. These days, social customer care requires a comprehensive strategy and the resources to support it that encompass a far broader range of social channels:
The insider secret to delivering superior social customer care is to get insight into the entire, end-to-end customer engagement journey—including all the touchpoints in all channels, not just social media—by creating a customer journey map. The customer journey map should also encompass not only the marketing perspective, but the operational processes involved in each customer touchpoint. This way, you get the entire picture of the customer relationship.
Once you understand the customer paths, perceptions, and behavior across your touchpoints and channels, then you can identify gaps and opportunities to achieve measureable improvement in the customer experience. You can understand why and when customers reach out to you on social media and what it will take to deliver the ideal customer experience on social as well as your other customer care channels.
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