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Monday, January 24, 2011

THE RETENTION FACTOR: Do You Have A Social Presence?

The Retention Factor with Rosanne D'Ausilio, Ph.D.

Do You Have A Social Media Presence? Are you asked this a lot?
  • Social Media Challenges

  • Silos

  • Consistent, seamless service
Does your organization have a social media presence, whereby customers may use that platform to connect with you?

Nearly a third of respondents to a survey by (2010) plan to increase their use of social networking (30.3%), leaving only 38.2% with no plans to use it. This means that 2011 will be the year that a majority of firms will have some level of social media as part of their support channel mix. Are you in the percentages here?

However, social media poses its own challenges. It is media where your employees are acting as spokespeople when they post or respond to issues on your sites or on others—with no opportunities for “do overs”.

Be sure that your employees check on these networks. When they find that the brand name is being mentioned, they can then step in and offer comments and solutions to problems.

Reputed brands monitor Twitter and solve problems that customers rant about. This gets service kudos from customers.

When employees respond to the queries and comments posted by customers, it translates into a goodwill gesture. Customers feel privileged and special. Maybe you’ve even had this experience.

However, on the other hand, in an ICMI Study, 64% of respondents don’t know if or when a customer has tried to self-serve but then opted for a live person.

The caution here is: Don’t create silos where one touch point isn’t aware of the other. The rate of new channels being created and adopted by customers creates a significant challenge for many companies.

You must create a consistent, seamless experience across all channels for today’s customers. Unfortunately many companies are plagued by channel silos. This makes creating an enjoyable, cross-channel experience difficult, if not impossible.

Channels should
  1. share one view of the customer

  2. have unified customer experience principles, and

  3. allow easy escalation between channels
If as has been reported, 65% of your business comes from its current customers, in order to stay in business, you best focus on winning the satisfaction and loyalty of those customers.

After all, you don’t get a second chance to make a first impression regardless of the touch point!

As always, we love to hear from you – your comments, feedback, questions, and of course topic suggestions.

For more information, please visit Rosanne's TNNWC Bio.

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The Emergence of The Relationship Economy

The Emergence of The Relationship Economy
The Emergence of the Relationship Economy features TNNWC Founder, Adam J. Kovitz as a contributing author and contains some of his early work on The Laws of Relationship Capital. The book is available in hardcopy and e-book formats. With a forward written by Doc Searls (of Cluetrain Manifesto fame), it is considered a "must read" for anyone responsible for the strategic direction of their business. If you would like to purchase your own copy, please click the image above.


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