As I prepared for my presentation at our recent Satmetrix Net Promoter Conference in Miami earlier this month, I realized I had neglected my own social media channels. So, I’m coming back to share my thoughts about how organizations can improve their customer experience, increase loyalty, and drive growth.
In my presentation I discussed how social media should be integrated into your Net Promoter program. Much of what is discussed about social media today is about marketing – new channels to reach your target audience. I don’t believe social media is about marketing, I believe it’s about conversations; conversations between friends, families, colleagues, and trusted content providers. You have the opportunity to participate in the conversation –- not interrupt it.
There are a few examples of companies doing social media properly today. Andy Lark from Dell gave a great presentation at the conference on their comprehensive strategy. We demonstrated an integrated community strategy done by Mighty Leaf Tea. And we discussed companies with successful closed-loop processes through twitter (Virgin Media), and not so good (British Airways).
So what should you do about it?
- Extend your listening posts beyond solicited feedback channels into unsolicited feedback.
- Get a seat at the table. Your social media strategy should be cross functional, just like your Net Promoter strategy. If it’s owned by marketing, get involved. If customers are providing feedback, don’t respond by marketing to them, listen to them.
- Integrate feedback such as twitter feeds into your closed-loop processes. You have the opportunity to respond, demonstrate listening, learn, and build loyalty.
- Integrate into your CRM systems. Know if you are listening to the right customers and respond to your high value customers in a differentiated way.
- Activate your employees. Best-in-class companies publish guidelines, provide best practices, and then unleash their employees to respond.
- Activate Promoters. Let your Promoters respond to questions from other customers, provide idea generation, and spread positive word of mouth.
There is so much more to be said on this topic. Here’s an article from Drew Neisser with some of his takeways. Thanks, Drew!