Much like raising a child, customer relationships require constant care.
To establish and foster one-to-one relationships, it’s critical for companies to listen carefully to what customers are saying and follow up with relevant responses and offers.
“Conversation is essentially half listening. If someone is always doing all the talking, things get boring and you start to tune them out,” said Flora Caputo, vice president and executive creative director of Jacobs Agency . “Part of being relevant means figuring out where your customers are and engaging with them there.”
With numerous opportunities to make emotional connections with customers—a characteristic central to building advocacy—companies often find themselves fighting the tide of negative sentiment that can be created by bloggers and reviewers in an effort to convey the right message to their customers.
One way to connect more effectively with advocates is by extracting and analyzing social sentiment that’s shared by customers and influencers. These insights can help decision-makers to better understand advocates and then act on this information to help strengthen relationships with them.
“Listen to your audience and understand their behaviors better than they do,” said Megan Marks, vice president of sales and marketing at Relevvant. “Use the social platform as a way to listen and extract insight so you can move to the next level.”
While many business leaders view social media as a stepping stone for building online and offline brand advocates, Craig Davis, founder and CEO of Relevvant, notes how many brands are also building an army of advocates via mobile.
Before brand advocates can begin to embrace all the channels available, companies must first make sure to connect the dots between their social, mobile, and traditional strategies, cross-promoting online and offline initiatives to help make customers aware of their options.
Regardless of the channels companies use, they must make sure they continue listening to and acting on customer feedback as part of a continuous cycle of delivering customer experience improvements.
See on www.1to1media.com