One of the most popular customer engagement channels globally, social media, has become a vital aspect of every successful business. It allows organizations to connect and interact with their customers. It is an excellent means of receiving real-time feedback and understanding customer brand perception, product adoption and customer experience (CX) delivery. Social also enables two-way communication between brands and their customers.
According to Statista, messaging and social media apps are the most widely used apps worldwide — users spend approximately 2.5 hours on social media every day.
In the webinar Role of Social Media in CX, Abhinandan Jain, Chief Digital Officer, Startek® and Guillaume Calot, CEO and Founder, Global Vice President, API Partners, Vonage share thoughts about the importance of social channels for brand visibility, customer engagement and satisfaction and explore how social media unlocks insights that reveal opportunities for better CX delivery.
Meeting customer expectations
The Global Customer Engagement Report 2022 from Vonage identified five common challenges that customers face while interacting with brands. They are:
Social media can be leveraged as a customer support channel, reducing the burden on agents managing call queues by deflecting queries to non-voice channels. By reimagining the role of social channels brands have the opportunity to deliver better CX.
Prioritize social media as a communication channel
Reinvent the customer journey for profitable growth
From capturing the lead to converting prospects and then taking care of customers, social media empower each stage of the customer journey.
Marketing: Social media platforms enhance ROI, lead conversion and overall customer acquisition and retention by capturing attention with rich media.
Sales and Commerce: Social media platforms drive incremental sales and increase order value and conversion rate by capturing and nurturing leads, facilitating purchase decisions and creating up-selling and cross-selling opportunities.
Customer Support: Social media delivers a better customer experience and boosts NPS by creating a new channel for customer service and support. As a support channel, social media offers an opportunity for common queries to be automated, improving customer service. Social media is also a rich source of meaningful customer feedback.
Follow the conversational maturity roadmap
A conversational maturity map identifies where a brand stands in terms of its customer engagement strategy and customer service capabilities. It enables businesses to identify areas where excel, as well as areas where there is room for improvement.
Once a brand has identified its area for development, it can assess where they are on its conversational maturity roadmap to drive continuous improvement.
One-way communication is a mode of communication in which only one party send a message, while the other party can only receive it. For example, in a one-way communication scenario, a company might send out an email or text message to a customer for promotional broadcasts or shipment notifications, but the customer can only receive the message and cannot respond.
Two-way communication is a mode of communication in which both parties can send and receive messages. For example, in a two-way communication scenario, a company might use a chatbot to interact with a customer, allowing the customer to ask questions and receive responses in real-time.
Conversational commerce refers to the use of messaging and chatbot technology to facilitate commercial transactions. It allows businesses to engage with customers in real time, providing them with personalized recommendations, answering their questions and helping them to complete purchases. This can lead to increased customer satisfaction and conversion rates.
Social media management with Startek® LISA
The proprietary Startek LISA platform is an award-winning social media and reputation management solution.
Startek LISA collates customer insights and intelligence from social media sites, news media and other online sources. By integrating external, online data with internal and CRM data, Startek LISA creates holistic customer profiles, enabling CX experts to provide real-time, customized customer experiences.
With 30 years’ experience in CX service delivery, Startek instills experience excellence at every touchpoint through omnichannel, AI-driven and human-centered solutions to deliver CX excellence. To learn how social media CX solutions from Startek can support your business, contact us.