Arabnet - The Quarterly - - Digital Media - By Lu­jain Alab­bas and Mo­hammed Almod­hayan

sales; ul­ti­mately, this also low­ers your Cost Per Ac­tion (CPA).

#8 Cus­tomer Ser­vice 3.0

The team who man­ages your busi­ness’s so­cial me­dia pres­ences is your first line of cus­tomer ser­vice and the am­bas­sadors of your com­pany’s brand. Rep­re­sen­ta­tives should re­spond to a cus­tomer’s ques­tion on so­cial me­dia within an hour and the con­ver­sa­tion should be a gen­uine in­ter­ac­tion rather than a trans­ac­tion. Don’t be afraid to give out your first name just as a tra­di­tional cus­tomer ser­vice rep would. De­pend­ing on the type of busi­ness, in­te­grat­ing your so­cial me­dia and cus­tomer ser­vice teams into a co­he­sive depart­ment could im­prove both the speed and qual­ity of re­sponses.

# 9 Use So­cial In­cen­tives to Foster Brand Loy­alty

The most loyal, vo­cal, and ac­tive of your com­pany’s so­cial me­dia fol­low­ers are as­sets. Build­ing a re­la­tion­ship with th­ese loyal cus­tomers and those with the widest so­cial in­flu­ence can help turn your on­line pres­ences into com­mu­ni­ties. Run a hash­tag-driven event on Twit­ter around a par­tic­u­lar pro­mo­tion. Give a @shoutout to the cus­tomer who’s been most ac­tive in your com­mu­nity this week. Send out dis­count of­fers or pro­mo­tional codes to re­ward en­gaged cus­tomers. So­cial me­dia gives busi­nesses more im­me­di­ate ac­cess to a wider ar­ray of cus­tomers than ever be­fore, and So­cial CRM is how your busi­ness can tap into and make the most out of those con­nec­tions.

Look­ing ahead, there is a strong be­lief that So­cial CRM will no longer be sep­a­rate from tra­di­tional or op­er­a­tional CRM, and that the two will even­tu­ally morph back into what we’ve al­ways re­ferred to as CRM. What we know for sure is this: the strate­gies and tools as­so­ci­ated with So­cial CRM will, with­out a doubt, help trans­form busi­nesses into so­cial busi­nesses.

What­ever hap­pens, so­cial me­dia will con­tinue to re­shape the cus­tomer ex­pe­ri­ence and force com­pa­nies to adopt the so­cial me­dia eti­quette or stan­dards of en­gage­ment.

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