The old saying, the customer is always right, has never been more relevant. With so many ways for consumers to interact with businesses these days, brands need to be on top of their game and ensure their core base is happy with products and services.
From online customer reviews to social media interactions, interested parties are only ever a few clicks from reaching out to a brand. That’s why your business needs to be up to date with the latest communication methods to foster a fully-encompassing brand experience.
If you’re wondering how to connect with your audience, you’ve come to the right place. In this guide, we’ll summarize the trending customer communication methods that put the consumers at the front and center of your business across social media.
a) Consumer reviews
Word of mouth has long been a vital component for brand growth. With so many methods for communicating with each other, consumer reviews hold even more importance in modern-day marketing.
Almost 90% of B2C and B2B brand marketers believe that customer testimonials and case studies are the most effective content marketing tactic. After all, it’s hard to argue against a better endorsement than from people who pay money to use your product or service.
Example: Mattress company Casper cleverly curated a testimonials page on their website using positive social media comments users left about the brand. It embedded tweets, and Instagram comments to highlight comments from customers.
b) Conversational marketing
Conversational marketing is a recent buzzword with plenty of substance. It further personalizes the approach to doing business online, moving buyers through the sales funnel with one crucial question at a time, typically from a chatbot.
By automating questions based on the customer’s answer, conversational marketing allows interested buyers to get to where they need to be quicker. As well as moving customers through the funnel, it also acts as a smart way to pick up data that you’ll collect based on their answers.
Example: Online ride-hailing company Lyft allows customers to request rides via Facebook Messenger. A chatbot then lets them know the current location of the assigned driver, along with a picture of the license plate and car model.
c) Self-help guides
Customers are becoming increasingly independent, especially as access to information increases. If they can get a solution to their issues without contacting a brand directly, more often than not, that’s just what they will do.
Seventy-five percent of people say speed is an essential factor in customer experience, with self-help solutions saving time. Providing a wealth of online support tools will significantly improve your communication with consumers.
Example: Campaign Monitor has a knowledge base on its website (also promoted on social media) that lets customers find their own answers. It acts as a search engine within Campaign Monitor’s website and is in-depth enough to answer the majority of queries.
d) User-generated content
User-generated content (UGC) is an ideal method for boosting social media engagement, thanks to its inclusivity. With 79% of people claiming UGC influences their purchase decision, it’s one of the most powerful methods for communicating with customers.
Not only does it allow them to express their opinion; it also makes them feel like they’re part of the brand. That sense of belonging increases customer loyalty and usually results in an improved bottom line. As a marketer, you also get a wealth of content from users that enhance your brand.
Example: Netflix jumped on the UGC bandwagon when promoting its hit series Stranger Things. Fans of the show posted images strange things happening in their daily lives under the #StrangerThings2. Netflix shared the best once and generated an extra one-million interactions in just two weeks.
e) Customer service
While some consumers are looking for solutions that don’t require customer assistance, it still plays a vital role in communications. For many brands need watertight customer service interactions for the times when self-help solutions can’t provide the answer.
Social media has become one of the primary platforms for consumer questions to brands, with 66% of customers citing fast response times as a key requirement. Having a team member on hand to answer questions on social media helps create a more personal aspect and lets people know they’re talking to a real person rather than a faceless, corporate brand.
Using tools like Zoomsphere’s Social Media Community Management means you won’t miss important comments across all your social platforms. You can also combine all your reactions into one place, which makes it easier to respond quickly and efficiently. Then use it as a CRM tool to filter full comment history with your followers, plus label and tag important communications.
Example: Microsoft currently holds the record for “Most Responsive Brand on Twitter” with average reply times of two minutes and 42 seconds. It also replies to all customers publicly; therefore, it stays accountable for its responses. Microsoft goes one step further, proactively finding customers via social listening to better understand its brand.
Customer communication stats
Here are some stats that underline just how vital it is to have an effective customer communication service and stay on top of trends.
- As of 2020, conversational marketing is recognized as a channel for revenue in B2C and B2B marketing.
- Predictions state that consumer personalization to be the next big marketing trend (29%)
- Content marketing costs 62% less than traditional marketing
- 33% of people still use email to communicate with businesses
- When it comes to chatbots, 86% of people enjoy using them
- 82% of people expect a live chat response within five minutes
- 86% of online shoppers prefer proactive customer support
- 79% of top-performing businesses have been using marketing automation to get leads for three or more years
- People finish conversational forms 3.5 minutes faster on mobile
Communication is key
The customer is king (or queen), and they help drive your business. By staying on top of trends, you can enhance your brand’s customer response and craft a strategy that wins more business while keeping current customers happy.
Make sure your customer care game is on top using a smart technologies and tools, like ZoomSphere Community Management App.