Customer Experience

Customer Service is the New Marketing

Is your business still hiding from social media – or using it to leverage the voice of the connected consumer?

Social Media Presents New Responsibilities

Customer service for most businesses used to be answering the telephone. These days it’s not so much the phone ringing during business hours as it is comments on your Facebook page or Twitter account, both of which are open around the clock.

Is your business answering?

The social networks provide a direct line to every business, and to the delight of consumers, there is no waiting and few limitations or filters. This is why many businesses fear these public conversations, which are actually opportunities in disguise. Use them to leverage the passion of your most vocal customers.

For decades customer service has been controlled by the business, but that control has clearly shifted in favor of the customer. Of course, their expectation as a result is that businesses be available and responsive to their comments or queries.

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More than just responding, why not consider developing a strategy to have meaningful conversations? For the most part, earlier customer service methods were designed to make the problem and the customer go away, hopefully amicably. A better approach is learning how to extend the conversation.

Zappos is just one example of a business that does this well, thereby earning a stellar reputation for customer service. Their service representatives will take as much time with a caller as necessary, with the record service call being in excess of 10 hours!

How about your business? Is your customer service program designed for favorably resolving situations, or for also extending the relationship with each and every caller, Facebook fan, and Twitter follower?

Customers are Now Partners

Customers have always known how to get the attention of businesses. The old method was complaining. Remember the days of filling out a “complaint resolution” form, all the while knowing you would be lucky to get a response? It’s difficult to believe that was once a standard and accepted business practice.

Now consumers have learned they can more readily get what they want by being complimentary. This shift is a function of the collective voice of consumers being louder and stronger than that of any business. This is why companies like Ford Motor are focused on using social media to simply get people talking favorably about their brand. That’s their social marketing strategy, and it’s built on the premise that in a social economy what the business has to say is not nearly as powerful as that of the connected community.

To be more specific, according to its CMO Jim Farley, Ford literally takes the approach of giving up control of its brand to the customer. Social media has democratized media to effectively redistribute power that was once localized within corporations and institutions. So, letting go is a means for leveraging the influence of those that now share that power.

This trend is transforming customer service into a new form of marketing by engaging customers as collaborators. In addition to helping create better solutions to common service problems, they can help the business reach new buyers by sharing with their social media communities.

Treating customers as equal partners in a business relationship is a viable strategy for generating more favorable commentary about your business brand. In an increasingly transparent business environment, is there a more powerful form of marketing?

What we are really talking about here is reexamining the business process and designing it around the connected customer. This means the lines between sales, marketing, and customer service will inevitably become fuzzy, because they all contribute to creating more favorable customer experiences that get talked about.

How about you?

Let’s have a conversation in the comments below.

  Discuss This Article

Comments: 1

  • Excellent article Jeff. I believe that many firms often overlook the customer experience and do view it as an essential part of doing business. Social media is a very useful tool that can be used to greatly increase the customer experience. Customers are what make a firm grow; without clients, a firm cannot operate. So why aren’t firms putting more effort towards the customer experience? As you stated, social media avenues are a great way for firms to have meaningful conversations with potential clients. This will in fact provide clients with an excellent customer experience. I always believed CRM system to be successful in building strong relationships between firms and theirs clients. A CRM system integrated with social media, will take the relationship between firms and their clients to the next level. CRM platforms are now focusing and integrating with social media in order to keep up with the clients’ needs and nurture the customer experience; one of these firms is GreenRope. They are a complete CRM platform that has all of its tools integrated into one location, including social media integrations. Firms must to everything they can to meet the needs of their clients, therefore the customer experience must be the number one priority. I believe firms need to reevaluate the importance of the customer experience and should put more effort into using tools, such as social media, to enhance this experience.

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