
How to Turn Social Media Customer Service into a Marketing Strategy
FROM hyken.com
The importance of social media customer service in a marketing strategy
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Category
Customer experience
Loyalty and retention
Measuring and Managing
Article published on
22 August 2018
Each consumer has their own expectations in relation to a company’s customer experience. But how do we define these expectations? Professor Ryan Hamilton states that customers develop “reference points” i.e. standards by which they base their assessment of an experience. Consumers therefore compare their current experience with a previous experience with a company or even a competitor. This previous experience thus becomes the reference point from which the new experience will be compared.
In order to meet your customers’ expectations, you must try to understand their reference points. However, it is more complex than it seems since consumers are not always aware of the origin of each of their reference points.
So how do you keep up with your customers’ expectations? Colin Shaw shares three pieces of advice:
You wish to implement a satisfaction or VoC survey program or a mystery shopper program within your company? Do not hesitate to contact us for more information.
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