Wednesday, September 17, 2014

3 Points To Remember In Social Media


You do hope to use Social Media Marketing to the best of your capacity and to its optimum use. Social Media may look easy; which it is! If you have the patience and the perseverance then Social Media will not remain a mystery.

Strategy is all about what is to be done and what is not to be done. Here goes the basics:
  1. Remember Social Media is not about Sales Bombardment. No one wants to connect with a Page that keeps on giving out sales oriented messages. 
  2. Great that you are on Social Media - however it is not a race to get more people joining you - it is not a popularity contest. 
  3. Social Media is not about overnight success. If you think that your sales should soar up in a week's time then you might as well not be here; you have not got it right as yet.

- See more at: http://pervarakapadiaatmoney.blogspot.in/#sthash.AoeVrVFm.dpuf

Friday, September 12, 2014

The Changing Customer Service - Social Media

Due to Social Media the way customers are now serviced has taken a change. This change is for the good.

Previously like all other things, we have experienced the good and the bad customer service and care that was implemented. There were some corporates who managed well, while the others managed to frustrate the customers even more. And it goes without saying, that though we have good possibility via the Social Media there will be some who will perform well and others who may not.

It is not that the previous formats of touchpoints have been removed. They still exists. There are call centers, on-desk person to person counters, relationship managers and so on. All these had processes and all would say very much similar things - either they will get back, and / or they are very sorry and / or they will have to ask and then replace goods. Somehow they never knew what was taking place at the company level. They were to form positive contact yet there was no via medium to do so. There were intensive training provided but still there was a gap / still is a gap for some. If atall a customer did get a good and privileged deal this would be notified via some other channel and touch point like maybe an emailer. 
If there is birthday greeting to be sent out then perhaps an SMS would go out. So the continuity in forming relationship never could take place. And hence they would be relegated to listening to complains, saying sorry profusely and generally trying to pack off the customer. While if we look at the customer side: They would be given a complaint number and would be addressed later. In some cases the customer had to do lots of follow - up before any action is taken.

Many corporates would put up their customer care number, email id as a necessary evil. Atleast on websites it was slightly easier to detect. In print it would be finding it somewhere amongst much text.

Coming to the Social Media scenario it is changing the way people interact. Lets take for example a Facebook Fan / Business Page. The same Page is used to address customer grievances, answer questions, give more information, to the extent that the Page can start a movement as well. Unfortunately I do come across copy paste statements still 'we are sorry please send us your email id and we will contact you soon' - the whole page is flooded with this message specially on Twitter. However this is thankfully not the tone across the board. What the corporates do now is that the same Page enables customers to engage and know more about how to handle their product, maintain it, a free download is shared and so on. And what's more customer's give feedback. They share it amongst their network and so the good word spreads.

What is the change? Previously it was re-active now it is pro-active?

Infact what was previously called customer care is now truly to a large extent 'care'. Care is nurturing just not attending to crises. And, shall we say this is shaping up now with Social Media?

What is your take?