Page 77 - Delivering Authentic Customer Experiences

Principle 5 Delivering Authentic Customer Experiences

coherent, comprehensive multi-channel strategy. Use them
simultaneously for best effect.

1. Select the most appropriate social media
Selecting the right social media channel is fundamental to creating
a consistent experience for customers. To do this you need to
have profiled your ideal customer and know their social media
preferences and habits. When you’ve done this, you need to
create a searchable presence that acts as a beacon to your service.
Sites like Facebook, Twitter and Instagram are obvious locations
to build a presence for your business, but other platforms may be
more appropriate depending on the kind of service you provide.
Here are five considerations when selecting your social media
channels:

I. Match the channels to your brand: Chances are many
consumers will see your social media output before they
actually experience your service. Making sure your pages
are correctly branded is the first step to service
consistency.

II. Remember every site is different: Social media
applications were developed to offer their own unique
experience and attract different user demographics with a
specific set of needs and wants. Here are a few examples:

Twitter for example is useful for keeping up to date with
what’s trending. It’s also good for news and quick
conversations and can be an excellent platform for dealing
with complaints and issues. Facebook on the other hand is
seen more as a community that allows extended
conversations and gives you an opportunity to interact
with fans. LinkedIn is seen as a platform for professionals
and a means of creating online business networks and

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