One of the questions still being asked in C-suite offices around the globe is: What return do we get on all this conversation in social media? Perhaps the question should be, are we providing what our customers and community want in social media, so that they will do business with us?
According to the UK Customer Satisfaction Index
• 1 in 4 people are less inclined to buy online from a site that uses no social media tools
• Having a customer review facility tops the UK consumer’s wish-list of social media tools
• More than one in two customers currently post reviews of products/services on company websites
• Companies are too slow to respond to online complaints
A similar study in the US found that people across the age and gender spectrum fully expect companies to have a presence in social media and to be open and willing to interact, have conversations and respond to any comments fast. However, according to the CMO Council business-to-business companies are experiencing what they refer to as the Engagement Gap.
The Engagement Gap refers to the difference between the influence of the internet on consumer decision making and the amount of spend and effort by corporations and organizations in trying to interact with those consumers and buyers and shape the thinking behind those decisions. CMO Council.
According to Jacob Morgan, Principal of Chess Media Group, this gap can be clearly seen in the difference between what customers want and expect and what companies are currently doing in social media.
What customers want and expect from a company organization:
• A collaborative relationship
• Marketing relevancy
• Choice
• Good value
• Trust/piece of mind
• Prompt dispute resolution (customers don’t care what department you are in)
• Feeling of importance
• Personalization
• Transparency
• Accountability
• Consistent presence
• Two way communication
What most companies currently provide:
• Inconsistent communication across multiple channels
• Active listening, but not responding or taking action
• Fragmented customer experience across multiple channels
• Weak community-based relationships
• Too much selling
• Non-targeted offers & promotions
• Limited transparency
Take a look at your engagement gap and see where you could improve.
Image Credit: Limocarjuliette Flickr
