CRM – Zarca Interactive Blog

According to several new studies, companies are not communicating effectively with their customers through Twitter or Facebook. Jan Rezab with Econsultancy Digital Marketers United writes about a study that clearly shows, on average, businesses respond just 5% of the time when customers pose questions on popular social media sites.

Maintaining active communication not only strengthens the relationship between consumer and retailer, it also improves brand equity in the public eye. Nothing sends a stronger message to the consumer than a company willing to stand behind their product and provide an open channel of communication and feedback. There’s a common misconception that all a company needs to be social in the digital age is a Facebook page and a Twitter account. Not so, say many researchers. The truth is that companies have to go beyond that first step and begin responding to those who show interest in their brand.

Nowadays, companies spend a lot of money attracting and luring new customers. Interestingly, consumers have actually become companies’ biggest brand ambassadors. I remember a time when identifying with a top retailer was considered selling out. This paradigm shift has put companies in a position that most do not seem to be managing well.

As business owners, some of the most valuable information we can glean from social media is consumer perception of our brand, products or services. The advent of technology has given us a platform to not only gauge feedback, but to have a direct line of communication with our end users. The moment our constituents feel wronged, technology allows us to instantly and immediately reach out.

Maritz Research surveyed an online panel of just under 1,300 U.S. consumers who use their Twitter accounts to communicate about products, services and companies. Nearly half of the respondents expected the companies to read their tweets, but only one-third received a company response to a tweeted complaint. Of the remaining two-thirds who did not receive feedback, an overwhelming 86% would have “liked or loved” to get some type of company response.

The message is clear and well-received by forward-thinking organizations such as Dell. The result is a stronger allegiance to brands, increased sales and the best kind of marketing a company can buy — an army of brand ambassadors.

On any given day, I have more survey requests in my inbox than I know what to do with. As a consumer, if I can offer my opinion to a company that I do business with, I will. I look at it as a way to improve my future experiences, plus it sends me a clear message — help us help you.

Businesses are interacting with consumers like never before. Software and technology have evolved to the point where businesses can reach out to their consumers in an instant and direct way. Social networking, Twitter, email and text messaging all give your business the unprecedented access of having your finger on the pulse of a target audience.

Unfortunately, as a consumer, I rarely hear about the findings or conclusions from the many surveys I complete. How do I know if the valuable feedback I’m providing is read by anyone or even taken seriously? If I knew that my feedback would lead to a better customer experience, I would be much more motivated to participate in these surveys.

Well, smart companies are beginning to address these concerns. Survey software has advanced so much that we can easily highlight intricate trends and details. No longer do you have to be an Excel or SPSS savant to create a quality report. The hours spent on Excel, or your enterprise system, are not necessary anymore; that onerous work is obsolete, expensive and resource-heavy. Companies can now easily manage their image, message and brand through direct customer feedback.

Survey software has made it possible for companies to demonstrate an appreciation for their most precious asset of all — their consumers. Do you consider your company a good listener? Tell me how you express an appreciation for customers.