The key to building an excellent relationship with your customers is to provide an excellent experience, both in your marketing campaigns and in customer shopping ventures. One of the biggest problems businesses face is straddling that fine line between being pushy and being absent. Here is where social media can be your balance pole.
On one hand you want to be ever-present in your customers’ experience with your site, product, or service, so you lean toward sending multiple emails and newsletters with calls to action. It reminds them of the interest they once had in you, and hopefully with enough nudging, they’d come around and convert. After all, you don’t want potential customers forgetting about you, right? However, do it too much and your customers get annoyed, and you’re likely going to lose a follower or end up in the SPAM box.
On the other hand you want to create a structured, easy-to-navigate site where you can let your customers run wild and do what they want. While users appreciate this level of freedom, they may feel disconnected from your company. They need someone to connect to, a human being that they feel will be present if needed – someone available to engage with. This is where your employees come into play, especially on the social media front. Social networking is an ever-present system in our lives, which means that your social media strategists and community managers need to be an expert in your company’s services and products in addition to being savvy on social networks. According to a Forbes article by Christine Crandell, “For employees to own the customer relationship they need to understand how they fit into the whole engagement expectation equation. Don’t assume they will ‘figure it out’; they lack the perspective and information to do that.” In other words, if the employee cares, the customer will care, and a caring customer is more likely to convert.