Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Social customer service: The digital divide

The research targeted both marketers and consumers, and challenges marketers to better understand cognitive, behavioural and attitudinal dynamics as they seek to integrate social media into their overall marketing mix.

The online study revealed that, while 52% of the 120+ marketers surveyed say their brands have enjoyed greater influence thanks to their presence in social networks, only 17% said that social media is fully meshed, aligned, and integrated into the overall marketing mix.

The study also found that consumers value their social brand engagements and are increasingly turning to peer communities for reviews, conversations, shopping selections, product assistance, and lifestyle advice. Furthermore, brands that provide exclusive savings, entertainment, and open engagements tend to be well-received and appreciated by consumers.

According to the 1,300+ consumers surveyed, there is an expectation that a brand 'Follow', 'Like', or even just a post about the brand on a social media network should enable the consumer to:

• Be eligible for exclusive offers (67%);
• Have the opportunity to interact with other customers who share a consumer's own experiences (60%);
• Gain access to games and contests (65%).

However, marketers believe that social engagement is more of a by-product of high quality content, and are less concerned with generating loyalty among social followers. According to marketers, customers 'Like' or engage with the brand because they:

• Want to be heard (41%);
• Are looking for news or information about products (40%);
• Are looking for incentives or rewards (33%);
• Are seeking special savings or experiences exclusive for followers (27%).

"The social brand explosion has created a wave of loyalty among social consumers who are eager to show their support and share their experiences with others online, but this loyalty comes at a cost - from savings to games - that consumers see as their social currency," said Liz Miller, vice president of marketing programmes for the CMO Council. "The social channel can garner significant influence and pull for marketers who can bridge this gap in expectations and execution."

Few consumers feel let down by their social brand experiences, as only 3% said that the engagements they make are "a total waste of time". Furthermore, 40% said they want and expect more from their favourite social brands. Consumers are also eager to turn to peer communities for support and believe that great support keeps them more loyal to brands. In fact, more consumers are intentionally going online to connect with other fans (25%) or to share positive experiences (32%).

But there is also a growing disquiet among consumers who are faced with delayed support responses from brands through social media.

Most consumers expect answers within 24 hours, and only 12% are willing to wait more than one day. While 22% of consumers want instant gratification, 19% are looking for answers within a matter of hours. Unfortunately, social service is not high on the list of priorities for marketers still looking to solidify their social strategy, as only 4% of marketers said they are using social media to provide faster and better customer care.

There is a clear digital divide between what marketers are doing and what consumers expect from brands, and brands that provide their social customers with engaging online experiences, meaningful interactions with each other, as well as rewards for doing so stand to benefit from a real competitive advantage.

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)