“Social Media doesn’t fix anything. I just amplifies things. If your restaurant sucks, it just sucks harder on Social Media. It doesn’t make your chicken fingers taste better or your beer taste bolder. Social Media is not a good place to go if you’re terrible at what you do.” ~Scott Stratten @Unmarketing
How awesome is it to do business with you? Customer experience is one of the single most talked about subjects on Social Media. People love to spread the word to their friends and family about their buying experiences. They love to tell stories of Social Media failures. The negatives get a lot of airtime, just like in real life. The positives have to be spotlighted, nurtured and yes, even called upon when the time is right.
70% of buying experiences are based on how the customer feels he or she is being treated. (Source: McKinsey)
For years I’ve heard dealers and other businesses complain about Social Media (heck, they’re still complaining). At the root of these complaints is the concept of change and the fear that goes along with it. Sure it’s scary, especially if your company culture isn’t ready for prime time. But folks, we’ve had several years to be ready for this. Fear is certainly normal if you’re contemplating change and you know now that information will alleviate that fear. The more you know, the easier it is to take action.
But for those who haven’t explored the tenants of social media, it’s uber-important to know that whatever you’re doing right now will be amplified. How long has it been since you put yourself in your customer’s shoes? Staying stuck or ignoring what’s happening around your business can be hazardous to its health!
If your customer experience sucks, social media works against you.
I speak to groups of dealers regularly, many with high marks in CSI (Customer Satisfaction Index). This old model of surveying customers and the results published only to dealers and their manufacturer has lost its sheen. Today, prospects and customers can find out information about your business in a matter of a few clicks. They trust “people like them” much more than some report published once a year.
The danger in maintaining that 1990s attitude.
Assuming customers are loyal for loyalty’s sake is a good way to destroy the experience. Just ask Kodak or Borders. Ignoring the reality of today’s marketplace is ignoring what your customers really want. If your customers HAVE BEEN loyal, it doesn’t mean they WILL BE. Treat them as you’d want to treated. Don’t assume they’ll be there tomorrow with the status quo of today.
You’ve been a customer elsewhere, right? What keeps you coming back? It’s how you were treated and the experience you had.
Before you venture out into the world of Social Media marketing (or if you’re there and aren’t getting results) take a hard look at what it’s like to do business with you. Spend some time defining your vision to your employees because they drive your customer experience.
Customers regularly use social channels to research their next purchase. Make sure what your customers say is a true picture of what it’s like to do business with you. And of course, fix it if you don’t like what you see.