Social media is a non-negotiable part of a relationship marketing strategy, as social is consumers’ go-to channel for interacting with brands. Social and customer care teams are instrumental in providing customer satisfaction and are on the front lines of interactions that define both one-to-one customer relationships and brand image on a large scale.
Because social media is more public than other customer relationship marketing channels, your followers pay close attention to how you’re treating your customers. A single interaction with a customer can create a lasting impression and an emotional response that ripples across your follower base and impacts your bottomline.
According to Index data, of the 1,817 consumers we surveyed, 76% agreed they notice and appreciate when companies prioritize customer support, and another 76% value how quickly a brand can respond to their needs.
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To provide an exceptional customer experience, companies must be prepared to deliver a social media customer support strategy that is both timely and high quality—a challenging feat for teams who are already stretched thin. According to a Q3 2023 Sprout Pulse Survey, 63% of customer care professionals report a high volume of customer requests that translate to longer wait times and less intentional responses. Another 48% cite wasting time on manual tasks, while 41% have gaps in available customer information that make it difficult to handle requests.
As a marketing leader, you should lay the groundwork for deeper collaboration between social and service teams, and advocate for time-saving technology and integrations. Empower your team to provide the valuable, efficient and timely responses customers look for on social.
Customer relationship marketing strategies on social media
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The first step toward effective customer relationship marketing is showing up. If your brand leaves customers on read, you risk making them feel unimportant or, even worse, send them into the hands of your competitors.
Here are three tangible ways you and your team can build customer relationships that equal more engagement, conversions and revenue.