The rise and penetration of social networks into our habits and customs has made structural changes to the “attributions” we had before. Nowadays a lack of commitment is known about in real time and in a click, and information is not an asset that determines power. Today people talk one-on-one with big leaders (or their community managers) on social networks and the current consumer has no objection to declaring their disagreement or discontent with companies and institutions.
The consumer has the power because they can access information and interact with other consumers. They also have the power because, as a result of the current crisis, obtaining customers is a big challenge.
Despite this acceptance by companies even though they know that customers issue their verdict on our actions in real time, marketing strategies are constantly failing due to presenting deficiencies relating to organic growth or even explosive crises that affect reputation.
However… what is failing, why customer service is always a great handicap for companies, well, from an anthropological perspective, we must say that it fails because of the inability of people to maintain a behaviour that is ethical and linked to solid relationships.
The customer is there
We know that nowadays we are all connected through our mobile devices; this is a reality that we must accept. We cannot think that if we provide poor service and the customer complains, we have 3 days to respond. Urgency is synonymous with commitment. Always respond to the customer, deliver confidence! What’s more, keeping an eye on the user will work miracles for our conversion.
The customer remains after buying
Brands often forget the importance of after-sales service. When a customer who has entrusted a brand feels defrauded, their opinion will have a significant and specific weight. Customers who are in the after-sales stage are the best allies of your influence. Don’t miss the advantages of providing them with a quality service!
Monitoring, how can you prevent it?
Imagine this scenario. A customer is in a store waiting to make a consultation, the store assistants are stood around the till talking and not paying attention to the customers wandering around the premises. Our customer removes their tablet, takes a photo and shares it across their networks with a negative comment about the store.
It is essential that the community manager is aware of these types of signals and issues an immediate response that translates into the store assistants, apologising to the customers and attending to them quickly. In this way, a well-resolved “error” provides strength to the brand and this is done in real time!
Preventing crises is the best service we can provide to the customer nowadays. Satisfied customers make our brand grow… and that is just common sense! Don’t you think?