What does a social customer have to do with your business’s success rate? There is an undeniable authority when it comes to your social customers because they are the ones that are going to talk about their experience with you. They are going to get on social media and talk about the horrible salesman they ran into today or the sweet lady at this office she went to that made her fall in love with the company.
The social customer can be a man, woman or even a child because they all can be on social media. With 1.4 billion people on social media, this voice is powerful and can’t be ignored by businesses. Learn from social media disasters of companies like Papa John’s that had a hit to their business due to a bad experience. Here is a look at why social customers have authority.
Unhappy customers share the news
Your unhappy customer that happens to be a social butterfly won’t shy away from telling everyone they know about their experience. Making customers unhappy in the physical world will lead to them telling up to six friends about it, but making a customer unhappy online could mean telling 6,000 people. With the power behind social media, it’s vital that every customer is happy with their experience as they are connected to so many people today.
The truth is that people are more likely to share a bad experience than a great one, so make sure all of your customers’ experiences are satisfactory. No customer is safe from being unheard and in fact, 1 social customer may tell 42 others about an experience they had with you. In return, over 1 million people view tweets regarding customer service weekly and 80% of those are negative by nature. People are going to listen to that tweet’s message and be convinced compared to your enticing advertisement.
People listen to peers for advice, not companies
Gone are the days that people listen to advertisements to decide who to do business with. Now, they are listening to their peers and online reviews. They look online for forums and reviews before making a shopping decision. Your social customers aren’t afraid to leave reviews, judging from sites like Yelp that have over one million reviews.
That means that companies that strive for great service will have excellent reviews which will make an impact on potential customers. Strive for that 4 or 5 star rating on sites like Yelp and TripAdvisor and watch how powerful that is compared to your marketing and advertising campaigns.
Engage with customers
You may not have realized that actively engaging with social customers will lead to way better results. Since your social customer isn’t limited to support phone lines and emails anymore, customer support problems can become public because of social media. Almost half of social media users actively seek customer service through social media so when a company delivers, the results are great.
When you ignore complaints and questions on social media, 88% of consumers are less likely to buy from you. Make your response quick and effective so that your customers recommend your brand. Plus, loyal customers engaging with your company on social media actually spend up to 40% more money with you than your other customers will.
This is all a part of adjusting to the social customer’s expectations. In today’s age, you are always connected and people want instant solutions. They demand immediate assistance any time of the day and the most successful companies are adjusting to these expectations.
In fact, around 70-80% of users on Twitter and Facebook expect a customer service response from a brand within a day. While this may seem demanding, smart companies are figuring out how to make this happen to retain customers and attractive potential ones.
Consider these statistics when it comes to your social customer. They truly have the authority over your company’s success but you can use it to your advantage by making a great experience for them that translates into new customers. They will tell the world when they were happy with their service but make sure they are telling them about a great experience rather than about a poor one.