Pam Plyler, ejecutiva del departamento de Experiencia del Consumidor de The Northridge Group
One of the reasons why consumers are approaching brands´ social networks is to seek answers or solve problems, but, are companies really making the most of this interest?Pam Plyler, executive from the Consumer Experience Department of The Northridge Group, explains to PRODU that many of these inquiries are going unresolved, leaving aside the opportunity to generate loyalty and satisfaction: “47% of people plan to use social networks as a client service channel next year. A good or bad strategy can mean break or make it for the brand´s online reputation, which is why it is so important to make the most of each contact point with the client”.Plyler stresses that clients don´t only use these platforms to share poor experiences with brands, but that they also highlight all the positive things the brand offers, which is why companies should recognize those customers as their brand advocates and demonstrate their appreciation for their accolades and publicly thank them for their support.According to a recent study by the firm, 42% expect a response from companies on social media within an hour, while only 38% receive one in that amount of time. And while this isnt a large gap, companies must remember that customer expectations are influenced by current experiences. As companies begin to deliver great customer service experiences in the social channels more consistently, these expectations are likely to increase. “The social channel requires a focus on proactive engagement and improvement in response times and resolution rates. Customers not only want a quick response, but they also want an accurate response”.
