One of the most important elements of building customer loyalty via social channels is to provide prompt responses to customer service inquiries, along with content and promotions. If you want loyal customers [via social], you have to be proactive.
Incompetent presence on social networks is a no-no.
Organisations must involve marketing and service if they want to leverage social to build loyalty.
It's important that answers are provided by an actual human being. If a consumer detects that its' an automated response, it could make the situation far worse.
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