Building a great end-to-end customer experience (CX) is a difficult task. B2B tech and telecom companies need to make sure they are interacting with customers at every stage of the customer journey.
There are many touchpoints across a number of devices and channels, but the most important one for companies to focus on is social media. According to Walgrove, 80% of consumers use social to engage with brands.
Social media has evolved into a network, where CX is at the forefront of any corporate platform. This virtual space creates a computer-mediated community (CMC) for your brand which features casual followers, brand advocates and customers who are in need of your support.
In order for marketers to enhance the end-to-end CX, they must use social media to open up conversations with relevant parties. Artificial Intelligence (AI) software like Chatbots can be an effective tool as they are available 24/7 and can converse with an unlimited number of customers without getting distracted. Sweezey states that 69% of customers prefer chatbots for quick communication with brands.
The quantity of branded, organic conversations on this channel allows marketers to turn quality data into research opportunities, which highlight customer pain points and improve overall experiences.
However, social media can destroy a company’s outstanding reputation instantly. Therefore, marketers MUST deliver consistent, connected and competitive CX to ensure customers are kept satisfied and loyal. According to Edelman, loyal customers will spend 67% more than new customers.
Marketers should also remember to not only view social media as a platform to troubleshoot customer problems, but also as a tool of engagement through targeted campaigns. These brand CMCs need to be stimulated with useful content from businesses to guarantee continuous engagement and interaction with the brand. This will ultimately lead to relationship building and enhancement of the overall CX.
If you would like expert advice on how to enhance CX within your B2B company via social media, book a meeting with us today.