With every factor that goes into marketing, many companies, especially major corporations, tend to over look the very basic essentials that can ultimately be the deciding factor in customer loyalty. Two words, customer service. In the article Can Social Marketing Save Customer Loyalty, from the Chief Marketer, awareness is created that shows just how crucial customer service is and uncovers the secret is of some of these big corporations and how they maintain phenomenal customer service, social networking.
Zappos, Intuit, and Comcast, are just a few companies that are crowned as king of customer service and how they have utilized social networking to their advantage. Customer service is essentially the last factor to differentiate companies, however, the experience in dealing with a company and their product is a large percentage of retention in customer loyalty. Yelp is a social networking site that is purely dedicated to customer reviews, ranking their experience and satisfaction with a company. Studies have shown that through customer service, customer loyalty or the loyalty effect can increase retention by 5% which can inevitably lead to an increase in revenue anywhere from 25-85%.
The medium of communication or the channels in which have become available to the customers in B to C connection has evolved over the years. Every company has their help line or customer service agent that many of us have to wait a variable amount of time waiting for a busy agent to help us. Companies began to create web based interaction channels with email and instant message correspondence to help aid in alleviating communication between the company and the customer in a reasonable manner. However, those channels did not serve as an efficient method when dealing with customer service and became more of a headache than relieving agent, thus was born the age of social networking. This has proved to be the most effective way to provide customer service that goes above and beyond a customers expectations.
Zappos, Intuit, and Comcast are perfect examples of companies that recognize the importance of keeping their customers satisfied and creating a pleasant experience when doing business with them that they went above and beyond in finding a method that would enable a channel of open communication between them and their customers. Social media has enabled them to continue to respond to inquiries, complaints, and praises in an immediate fashion. As a result of their tenacious business practice, customer loyalty and sales have sky rocketed and many of the major corporations are following in their footsteps in using social media to better their customer service practices.
by: Melissa Miller