Social Media and the Customer Journey
Human Connections Through a Digital Platform
Shep Hyken interviews Jamie Gilpin. They discuss how the role of marketers has expanded to include the customer experience, and how social media can positively affect the customer journey.
The Interview with Jamie Gilpin:
- The advent of social media has opened new channels for marketers. Marketing is no longer concerned with sales alone; now, marketers must take the whole customer experience into consideration. Social media can provide invaluable insights to marketers for every stage of the customer journey.
- A company’s brand is not determined by first impressions and advertising alone. It is now affected at every interaction and experience a customer has with a company and is comprised of that customer’s feelings toward the company. Marketers can use social media as a tool to manage customers’ impressions and define the company’s brand.
- There are many areas in which marketers no longer have control of a company’s brand. Social media puts control into the hands of the customers, which can create problems when customers use social media as a megaphone to advertise their issues with a company. However, handled well, this also creates an opportunity for marketers to take back control, using those channels to steer the impression other consumers will form of the brand.
- There is a difference between a satisfied customer and a loyal customer. Customers become loyal when they’re not only satisfied, but when they feel a true connection to the company. Loyal customers then become advocates for a brand by recommending it to their friends and family.
- Customers crave authentic, human connection more than anything else, and this is ultimately what drives sales and loyalty. Social media is arguably one of the biggest connection points in the customer experience. Companies must realize this and take advantage of this opportunity to create connection.
- It’s important to identify and uphold a purpose for your company. If your purpose aligns with your customers’ values, this will drive connection and loyalty. However, the purpose must be authentic; otherwise, it will drive customers away. Listen on social media to what your customers are saying to learn what their values, wants, and needs are.
- It’s crucial to truly know and understand your customers. Social media is an under-utilized treasure trove of information; use this tool to get to know your customers and connect with them on an authentic, human level.
Quotes:
“Our brand isn’t determined just by the first interaction with customers. It’s determined by the entire life cycle they have with us.” – Jamie Gilpin
“Consumers expect brands to be more transparent, more human, and more authentic, especially on social media, than our political leaders, themselves, and even their friends and family.” – Jamie Gilpin
“The largest, most unfiltered source of business intelligence for customer knowledge and connection is social media.” – Jamie Gilpin
About:
Jamie Gilpin is the Chief Marketing Officer at Sprout Social, a leading provider of social media analytics, engagement, and advocacy solutions for business. She received her MBA from Northwestern University.
Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and your host of Amazing Business Radio.
This episode of Amazing Business Radio with Shep Hyken answers the following questions … and more:
- How has the role of marketers changed because of social media?
- What do customers want from a brand/company?
- How can you use social media as a business tool?
- What makes customers loyal?
- How does marketing affect the customer experience?
