Page 78 - Delivering Authentic Customer Experiences

Principle 5 Delivering Authentic Customer Experiences

connecting with influencers and experts. YouTube is well
known for its video content, visual how to guides and short
infomercials. It is also good for understanding how brands
are tapping into trends and catching up with valuable
content. Podcasting has increased in popularity and has
become an effective way of educating your target
audience and creating a community of followers.

Treating each social media channel the way it was meant
to be used, will enable you to create a cost effective online
presence that adds value to your service and talks directly
to your customers.

III. Add value: Any posts you put out on social media need to
provide some kind of value to the people who might see
them. This includes educating them about your service
and how to use it, news and reviews about the experiences
you offer, information on related topics, and even
activities like competitions. If your channels don’t engage,
inform and inspire existing and prospective users, they’ll
be a drain on your time and financial resources with
nothing tangible to show for your efforts.

IV. Respond – quickly! Any time an existing or prospective
customer gets in touch, think of it as an opportunity -
especially if they’re complaining! A number of surveys
have shown that customers expect a reply within a
maximum of two hours and the longer it takes, the less
satisfied they’ll be when it arrives. A simple, prompt
acknowledgment goes some way to meeting the person’s
expectations and buys you a little time to generate a
response that fully answers their query or comment.

V. Be prepared for complaints: Being ready to deal with
complaints via social media is crucial as it is a public forum

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