One of the best ways to improve customer satisfaction is to ensure greater communication with them. And these days, what could be more effective than a quality online presence to forge closer links with your customers? But beware: poor online communication can quickly backfire. Here are a few tips to get you off to a good start.
Commitments : Quality over quantity
Many people mistakenly think that to improve customer satisfaction you have to communicate all the time, about everything and anything. Big mistake! When you’re getting your message across, be more interested in the quality of engagement than the quantity. With in-depth comments, explanations or articles that answer your audience’s most frequently asked questions, you’re doing much more than giving your brand an edge: you’re building trust and gaining credibility. Not to mention the fact that, by talking directly to your customers, you’ll have a much better idea of which marketing method to use than with a simple data analysis. Getting traffic is all well and good, but getting genuinely involved with the reader is even better! In short, it’s better to communicate less, but respond better to customer expectations. By way of example, it’s interesting to observe what’s being done on the other side of the Atlantic. Southwest Airlines had the opportunity to engage directly with a customer on Twitter to respond to their needs, and this is clearly increasingly expected in North America, where customer satisfaction comes before everything else. Small but constructive interactions have a positive impact: they build customer loyalty and can even give rise to genuine brand groupies. Closer to home, Michel et Augustin is a brand that has understood this very well, and you only have to look at their social networking campaigns to see the recipes that work.
Franchise first and foremost
Transparency and openness are great assets when developing your marketing voice on social networks or on your blog, and it’s also a great way to boost customer satisfaction. This type of marketing is unique in that it creates a closer relationship with your customers. Few companies share the intimate details of their business adventure: doing so can help you stand out from the competition. And here again, we can admire Michel et Augustin’s deal with Starbucks, which will become a textbook case: not only are end consumers delighted, but in B2B Starbucks must have loved the publicity stunt. Expressing yourself openly and transparently also helps you communicate with confidence; no topic of discussion is off-limits. The famous “AMA” or “Ask Me Anything” sessions on Reddit have the same effect: either they boost customer satisfaction, if the guest plays the game to the hilt, or on the contrary, they can give a very bad image of the latter if they don’t understand the principle of total transparency expected.
Talk about something other than your brand
For greater customer satisfaction, don’t just talk about yourself! Talking about your company or your professional sector is important, of course, but when you take an interest in something other than your usual subjects, it puts people at ease because they see that you know how to be yourself. Share interesting articles from other leaders in your industry and spread news relevant to your readers. Keep your audience coming back for more. Another example from North America is Whole Foods, which uses Twitter to discuss topics that aren’t directly related to their offerings, but are in line with the interests and concerns of their audience: so it’s extremely important to know who you’re talking to. Employing this strategy shows your customers that you’re not there just to tout your products and services, and what’s more, it makes your content interesting and relevant. The friendlier your brand looks, the easier it will be to ensure customer satisfaction… At least, if the quality of your offer is up to scratch!
