It really should be said that all social media, at its core, would aim to be customer centric. However, when running a social media campaign, the customer can get lost in the noise.
I was asked a little while ago to comment on this trend and the move to customer-centricity. I’ll be sharing my answers over a few blogs.
- Why does the business need to shift from a product-focused approach to a customer-centric one?
My approach to social media is always relationship first. So customer centric is an easy shift with the method and approach I take. It’s about building relationships, creating conversations and engagement. This is such a great customer management tool – to be able to speak one on one to the customer but on a large platform.
- How can the business use customer insight to improve how the business can get better at delivering to the customer?
This is virtually a free survey of your market. You can see what your customers are doing, how they like to interact and communicate. Questions to audiences on social media are so powerful. I use questions such as “ What motivates you to start your day?” What’s your favourite.. “ “What is the best song… food.. etc. when you are feeling low?” You can pose it as a conversational question but actually you are gaining valuable insight into who are your customers. Or be direct? If you could make one change to our product/ service, what would it be?
- Why is customer centric so important today?
Using engaging, creative and conversational content, the relationship can build with customers. I’ve worked with large organisations to implement strategy and we have found it to be successful. I’ve also worked with artists and performers who are doing well with numbers but after working together, with a more conversational customer approach, they have seen the engagement and interaction rise. This is always my focus. People want to feel like they have a connection, that they are being head, not just a generic number amongst your many customers. Two way communication and initiating conversation will build trust with your customer.
- What is driving this trend and why?
The market is becoming crowded with businesses on social media. Customers are now savvy to the marketing tools such as Facebook advertising, links promotions, email subscriptions. Their inboxes are flooded and it’s becoming hard to step out above the noise. They want a personalised/ customised approach. They want to have loyalty products and brands and minimise the mass communication. If you can speak to them, they will listen.
More on this topic coming soon!