Investing in customer satisfaction is no longer optional. Just the opposite—it now takes more resources than ever to ensure that customers are heard, responded to and, ultimately, satisfied due to the increase in channels and the heightened expectations of today’s connected customers.
This investment, however, is far from a waste of money. As Dell discovered when they began investing in social media and launched a Social Outreach Services team, 97% of customer issues can be resolved by proactive social intervention. On top of that, 40 to 50% of those customers end up saying positive things about the company online. That adds up to 1,200 people a week, or as much as 62,000 people a year! Nontrivial….
So what can you do to proactively ensure your customers end up raving about you online, even (or especially) the dissatisfied ones? Here are 5 tips to turn dissatisfied customers into fanatic fans:
- Hire a community manager (or better yet, a team of them) dedicated to listening and addressing customer issues online—this investment shows you’re serious about customer satisfaction, and provides you with the resources to achieve your goals.
- Launch a customer community so your customers have an always-on place designated to air their issues, receive assistance, and collect their praise and feedback.
- Invest in a social media monitoring tool that allows you to listen for mentions of your brand, other keywords, and connects to your various social networks and community (we use HootSuite for this).
- Empower your employees to be responsive on social media by training them to communicate there in a way that’s appropriate for your brand.
- Let go of the fear of control! The Internet means you no longer have control of your brand. That’s OK! Yes, some mistakes will be made, but if you handle them proactively, honestly, and earnestly, you’re likely to come out even better than before. Just ask Dell….
What are you doing to ensure your customers are wildly, outrageously satisfied? Let us know in the comments section.