“We are entering an era where marketers are particularly well suited to make it into the top job.”
C-suite members are spending more of their time personally on customer experience management and e-commerce and proportionally less on things like the supply chain, risk, partner management, security and operations.
Engagement is highly concentrated among a small subset of brands: the top 10 by engagement accounted for an outsized 83% of all engagement, with these brands comprising just 33% of posts and 65% of total followers.
Why are companies hesitant to utilize social media as a customer service channel? For many it is still a bit unclear who should be in charge of social media interactions – marketing, sales, public relations (PR) or contact center? Of course, best practices are still to evolve, but I would say that contact center handles the customer contacts where immediate customer service action is required. In these cases speed is essential and contact center operations are already built to solve customer requests fast. Marketing/PR in turn handles the more generic conversations, but also here it is important to listen and learn from the discussions and not just trying to push the own message.
The future of in-store retailing will combine the best features of walking the aisles with the convenience, power, and excitement of digital brand engagement, says a retail brand specialist. Excerpts from his blog describe the convergence of the physical and detail to create personalized shopping experiences:
Personalization at the digital level. Shoppers love and trust their smartphones, and if they’re in your store, they want to love and trust you too. Opt-in systems can identify you when you walk in and alert you to sales and deals. Research has shown that shoppers prefer this kind of information while in-store rather than via the web or email. Retailers might balk at making the in-store shopper path too easy, fearing a loss of impulse purchases. But the benefits are worth considering. Given permission, the retailer could offer coupons or suggest interesting alternatives based on the online list. All sorts of research could be done on shoppers’ intended purchases vs. their actual purchases, especially if those shoppers consent to being tracked or observed on video during their visits.
Personalization at the human level. Many analysts today suggest that retailers will have to improve the quality of in-store service in coming years. If shoppers offer an email address for access to their accounts — as at Apple Stores — the salesperson/shopper interactions can become more and more fruitful, and the relationship will deepen. Even without this, the contents of a shopper’s cart can spur additional sales immediately. “I’ll hold these items while you go try on the tops that go with that skirt” is an excellent soft sell, and the suggestions could be texted right to the shopper with images for immediate reference or as a later reminder.
Personalization at the store level There’s a strong feeling that large retailers will have to continue exploring new store formats — typically smaller and with more targeted merchandise — to add convenience and a sense of personalization — a Brooklyn Walgreens offers beer tastings to drive sales of its packaged beer What makes a smaller Target different from another small neighborhood retailer? The name on the marquee backed up by shopping experiences like the ones suggested above. Personalization, depends on the integration of digital technologies with the beloved habit of going shopping.
A social business strategy enables deeper customer engagement, better content, marketing aligned to business goals and more. A robust supply of content, in the right channel at the right time for the right customer, is essential for reaching consumers with your value message.
New York’s attorney general began a crackdown on fake online reviews with $350,000 in fines from 19 companies. The state’s investigation revealed deceptive online practices that extended far beyond restaurants to include dentists, lawyers, even an ultrasound clinic.