Customers today want more from a brand than just easy access. They want to be heard and to be treated as individual human beings. This makes it crucial for brands to actively invest in their social customer care strategies.
Providing top-notch customer service must be a vital component of any marketing plan. It’s crucial for brands to invest in the social customer care plan to fortify ties with them and keep them loyal, after spending the time and money to acquire new consumers.
Customers want to be able to quickly obtain relevant, contextual, and comprehensive information from brands via the channels of their choice. This experience transcends mere desire. It’s an expectation, so brands must deliver it.
Setting priorities and maintaining social customer care can be challenging because every company deals with different challenges. Even though each has unique requirements of its own, there are some similarities that are crucial.
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Strong Voices Enable Compassion
Consumers want to know brands are accessible and available to support them. One strategy to strengthen accessibility and availability on social media is to post content regularly and consistently. It’s a good strategy for staying at the top of customers’ minds.
Customers Expect 24/7 Care
Even well before the pandemic, consumers expected a quick response. Businesses that fail to respond on social channels lose customers year after year and have a higher turnover rate than those that do respond to customers on social media.
Top businesses have built loyal followings through a strategy of social responsiveness; according to the Sprinklr report “Social Customer Care Benchmarking Report: 2022 Industry Leaders,” the best brands respond to 14x as many customer inquiries as competitors. In addition to the excellent response volume, the average time to first response on Twitter and Facebook is 2 hours or less.
Top brands respond swiftly, no matter the hour or day of the week, and meet customers where they are by offering social care where they spend their time.
Addressable Messaging Should Be Prioritized
Businesses should implement a system to prioritize requests and identify the messages that call for a thoughtful response to meet customer response expectations.
Businesses that experience a decrease in the volume of inbound messages should put more effort into establishing lasting trust with their customers through their outbound communications rather than wasting time sorting through a flood of mentions to occasionally find an addressable message.
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Optimizing this method can help brands save time when responding to customer inquiries.
Size Does Not Matter with Social Care
When it comes to social care, size is not important. Growing brands are eager to establish trusting relationships with their customers. They must respond to a greater percentage of incoming messages in order to do this. Top-tier brands are willing to accept a lower overall response rate, probably due to a huge number of messages that are not directly addressable and not because they have less to prove.
Businesses with massive followings might, for instance, have the lowest response rates, but those with smaller followings might have more directly addressable messages or visibility that enable higher response rates and quick delivery.
Brands are meeting consumers where they are. According to a Statista report, “Organizations’ Usage of Social Media for CX in the U.S. 2021,” as of 2021, the majority of U.S. businesses said they used social media channels in customer experience (CX) for brand promotion and general social engagement, and about 53% of respondents leveraged social media for customer service.
Delivering high-quality social care depends on three main factors: customer appeal, customer focus, and brand responsiveness. Businesses that demonstrate strong performance across all of these platforms will not only become social care leaders, but more significantly, they will build customer loyalty and trust.
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