Social Customer Service: The ROI of Social Media
January 17, 2011 6 Comments
Respected marketer Paul Dunay writes in his Buzz Marketing for Technology newsletter that the true ROI of Social Media for B2B marketers is found in what he terms Social Customer Service. I agree and take it one step further — it’s not just the secret sauce for B2B but B2C as well.
Simply put, social customer service is keeping your customers happy. Makes sense, right? And just as applicable to both business and consumer targeted customers. So why do some companies feel that listening to their customers, especially when they are talking about their products or services, is not worthy of serious budgetary (dollars or time) commitment?
The trap is when in-house (or agency) marketers see social media as primarily another distribution point to market the company’s wares. Turning social media ROI into a statistical analysis of views, clicks and conversions misses out on the most valuable aspect of this social science: deepening engagement between your brand and its customers resulting in less customer churn, more customer satisfaction and creation of a viral army of brand evangelists who will praise you among their peers
This is why companies need a social media professional on hand to champion the customer within its walls and represent the company wherever its customers gather online.
Dunay has it right:
“The downside of poor customer service has been well documented on the web more and more people are taking to the web to warn other would be customers of their dissatisfaction so don’t let that be your company! I never read a Social Media case study that started with “we completely ignored this customers issue they were blogging or tweeting about and everything worked out great” in fact it is always the opposite.”