With businesses offering more online availability to customers, we are frequently finding that the salesperson is missing in our day to day transactions. If you ‘are being served’ in this way it’s likely that your sales person is a virtual one with online / real time chat. Even at the majority of supermarkets we are greeted with self scan and self checkout facilities; and we accept this as normality.
Customer expectations are high and most now want to access your services at a time convenient to them. Businesses react to this in different ways and it depends on the product or service you are offering. Even in terms of payment, if we can’t pay online or have the ability to pay contactless at the checkout your customer could become frustrated.
Keeping up with the Kardashians
Society moves at a fast pace, and in a world where we are keeping up with the Kardashians, it’s now even more important that you are socially connected to your customer for that fast interaction, crucial engagement and the feedback that will help you stay ahead of the competition.
Customers want an easy connection to your company and your brand, and most want to see how others feel about you too. While it’s easy to research, Google or look at review websites, nothing beats a following and social media gives you just that – and the best way to build a strong social media following?.. Share what you do!
Share and Engage
Companies that regularly share news about their products, services and new client engagements, demonstrate to the market place that they have innovation and are proud of what they offer. Consumers also like to be able to interact and there is a very strong emotional connection that can be built to certain brands.
Take Apple for example, many consumers will purchase the latest iPhone or iPad simply because it’s from Apple. They know the technology is advanced, they know intuitively how to use the produce and arguably more importantly they know the customer service experience both instore and in the digital space is extremely supportive.
Virgin also do this exceptionally well too, building customer loyalty and great social engagement experience. Their @virginmedia twitter account has a following of over 178K and their social media teams are in touch with customers assisting with support and queries from 8am to 10pm and 8am to 4pm on the weekends too.
Take a look on the high street and @Pret have their social engagement down to a fine art with their ‘Handmade natural tweets’ – not to mention a following of 103K which gives them the perfect customer base to share new concepts and ask for ideas, such as ‘what should they do next with #VeggiePret?’
Now, I know these are very high profile brands and the interaction from their customers is constant, but if you don’t offer a channel in the social space for your customers to connect with you, you’re missing out on building up any form of following. It also means it’s not so easy for customers to engage and see your latest news.
Putting your service in front of your customer, providing updates and getting customers to share their experiences shows a confident transparent brand. If those experiences are positive great, if they are negative you can actually do something about them. All feedback is good, and understanding your customer’s needs and wants helps you to adapt effectively.
Remember, you can’t take the same message to everyone, so use a variety of channels from Twitter to Instagram to Snapchat. Take a look at what others are doing. See how they engage and start to serve in the digital space. There are probably three key messages to remember:
1. Be relevant
2. Be targeted
3. Be Personalised
4. #BeMoreSocial
Ok, that was four but you get the idea! Provide an air of familiarity to what you offer and you’ll soon see your product develop and your following increase.
About James
James Biley is the Marketing & Communications Director for Countrywide Estate Management, Granville & Company and HLM.
The #BeMoreSocial column was created for Flat Living and its goal is to drive more effective communication within the property management industry.
If you have a story you’d like us to consider for #BeMoreSocial where you have been innovative in the digital space, share with us be tweeting @JamesBiley and @FlatLivingLoves using #BeMoreSocial.
