Although social media has been around for more than a decade (depending on how you define it), recent studies have shown that most companies are still struggling to understand how to use it effectively as part of their customer experience strategy. Many brands still see social media as nothing more than another broadcast channel, but those that take the time to understand its potential can reap huge rewards. In this article, we'll explore the different ways social media can be used to improve CX and provide some tips on how to get started.

A new perspective on social media

Social media has revolutionized the way we communicate, allowing us to connect with people from all over the world and share information quickly and easily. As businesses have realized the potential of social media to reach their target audience, it has become essential to include it in their customer experience strategy.

By utilizing social media for customer service, businesses can improve not only their customer satisfaction but also their bottom line. Happy customers are more likely to sing your praises, while unhappy ones can take to social media to share their negative experiences with the world.

At SupportNinja, we're driven by our passion for enhancing customer experience (CX) through buyer-centric techniques. Amongst such tools, social media has emerged as a powerful resource in enabling businesses to meaningfully engage with their customers. For example, with one of our clients, we've been intentional in infusing the brand's humorous personality into one-to-one interactions with customers on their social platforms. This has not only boosted customer satisfaction, but also reinforced brand loyalty. By leveraging social media as a customer service tool, businesses can create deeper customer relationships, establish trust, and inspire purchases.

So, if you haven't already, it's time to start taking social media seriously as a customer service tool. Studies show that 65% of consumers feel more connected to brands that are active on social media, and there are four key benefits to doing so.

1. ‍Increase customer engagement. According to Statista, as of January 2022 internet users are spending an average of 147 minutes a day on social networking sites worldwide. With this in mind, one thing is abundantly clear – if you want to connect with your customers, you need to meet them where they are at—on social media. Anyone who connects with your company has a unique customer journey. By engaging with your audience on social media, you have the ability to show them how much you value their individual experiences with your brand at every stage in their buyer journey. 

2. Gain valuable feedback. Whether you are soliciting customer feedback or not, you’re going to get it on social media. Why not structure the conversations so that feedback can be more positive and valuable?  Don’t be afraid to use social media to your advantage by gathering customer input through surveys, polls, and questionnaires. You can also initiate important discussions and encourage your customers to ask questions about your products and services. Once they see you value their feedback, more constructive conversations can take place. In turn, you will have a better understanding of what your target audience is looking for in a brand, which can help you in the long run. 

3. Improve your response time.  It doesn’t come as a surprise each generation has a preferred customer service channel. As a business, you most likely already have the traditional customer service channels in place. You can also leverage social media by engaging in conversations and responding to customer inquiries quickly, regardless of who is on the other end of the keyboard. This is especially important when customer complaints are shared through social media. This type of customer service can quickly address customer concerns and may even prevent potential problems from occurring in the future. It also doesn’t hurt to provide real-time interactions between the company and the customer, creating a sense of trust and transparency that will likely increase customer loyalty over time. By doing so, you can increase your awareness of social trends and better serve your customers. 

4. Promote a positive brand image.  Now more than ever, consumers want to learn about the people behind the brand they love and explore the steps being taken to promote initiatives that are important to them personally. By intentionally engaging customers in conversation, asking for their personal feedback, and improving your overall response time to inquiries, you can promote a positive brand image with your social media following. You can also use your social media to keep your customers in the loop on new product launches, upcoming events, and new company goals. When used correctly, social media can help amplify positive experiences while resolving issues quickly and efficiently. 

All in all, social media should be viewed as an essential customer service tool that helps foster a successful relationship between businesses and their clients over time.

Are you making the most of your social media?

So how can you make the most of your social media? Answer—be human. 

Did you notice? All of the benefits of using social media as a customer service tool have one thing in common—human connection. In the wake of COVID-19, consumer behaviors have drastically shifted as safety concerns, financial hardship, and economic uncertainty paint a future full of unknowns. Along with these changes, customer relationships with the brands they know and loved have been put to the test. 

As people continue to reenter the marketplace at different rates, many consumers are seeking more authentic and human interactions. Here’s what you can do to achieve this:

• Prioritize diversity, equity, and inclusion (DEI). Every customer is different and unique. Just as you would prioritize DEI strategies in your workplace, these efforts should also be at the forefront of your public-facing campaigns and communications. By celebrating diversity, equity, and inclusion, brands can promote empathy and encourage deeper human connection. 
• Share your brand's core values. Nowadays, shoppers are showing a greater interest in purchasing from brands whose values align with their own—82% to be exact. Matters of sustainability also continue to be a primary concern among value-minded consumers. So what can your company do? Be clear and consistent with your company values, highlight your sustainability efforts, and reward your customers who continue to show brand loyalty. You can also reiterate your values through your social media platform. Not only will this increase brand awareness, but it will also further promote a positive brand image your target audience will be attracted to.  

Take a customer-centric approach. A customer-centric approach is essential for any successful business. Listening to customer feedback is a great way to hone in on what they care about while gaining valuable insight into how they perceive the product or service you are offering. By proactively paying attention to customer feedback and suggestions, you can become a more solution-oriented organization that delights customers with creative solutions. This will help your business stand out as customer focused and highly responsive.

The future of CX and social media

As we look in the future, there is no doubt that CX will continue to be shaped and informed by social media trends. Today, people rely heavily on social media to learn about and interact with brands - so anticipating the future of this relationship is key to success. Aside from price and quality, the highest-ranked value deemed as essential in 2023 by 73% of consumers is customer experience. To ensure your business is optimally equipped, it's important to stay current when it comes to social media trends, further develop your well-rounded CX tactics, and value highly the customer feedback you receive through these channels. 

By being proactive, you can position your business for success beyond 2023. Prioritizing human connection, transparency, and authenticity will unveil new opportunities for growth and development.

Do you want to improve your overall CX? Contact us today to learn how we can support you.