Omega Blog

Firms learning to embrace social media in their CEM strategies

Posted on 31 July, 2013

Consumer experiences are rapidly changing as technology opens new service channels. Online sales, mobile applications and social media all play a vital role in customer satisfaction and retention, and yet 10 years ago, these technologies were just getting off the ground.

This rapid change is forcing businesses to examine their customer experience management strategies and make significant changes to policies and practices. In particular, social media is playing an ever-growing role in customer experiences. CRM Buyer reported that 60 percent of consumers 18 to 24 years old will go to social media channels when they have an issue. Older generations also commonly use social media tools to check reviews, compare products or notify others of problems.

Making complaints through Twitter, Facebook and other social networks is common practice for today's consumer. Even within the B2B field, people are interested in sharing their experiences with a product or service, as reviews are a large part of purchasing decisions. This makes it essential that firms develop policies for dealing with complaints through social media. The source noted that companies need to create brand ambassadors capable of continuing conversations with customers after sales have been made.

Build brand ambassadors to see results
Brand ambassadors are engaged employees who are willing to promote the brand and offer assistance to consumers at any time. These workers have the capability of influencing thousands of potential clients with their online activity, and could potentially mean the difference between an experience ending on a negative or a positive note. Incentive Magazine reported that brand ambassadors are able to follow up with customers to ensure their experiences matched their expectations.

The source noted that internal branding efforts will help businesses engage employees to offer effective customer service through social channels. By using incentives, offering training and sharing positive experiences, companies promote the channel as a top service tool. Furthermore, implementing social media measures will show the value of networks firsthand. When workers understand the benefits of connecting with others through new technology, they are more likely to embrace this approach as a customer service tool. Focusing on engaging staff members helps firms create  highly dedicated workforces. These employees are often willing to take the additional steps needed to resolve problems and improve customer experiences.

Boosting customer loyalty requires employee engagement programs that empower employees to resolve problems effectively and provide consistently superior customer service. Omega Management Group's certified CEMPROSM program provides employees with the knowledge and tools needed to establish successful customer service strategies.