Staff Writer: Carolyn Johnson
The Internet serves as a ubiquitous tool not only for Los Angeles marketing consultants, but for customers to use word-of-mouth to influence a brand’s reputation. This means your brand may not be safe from disgruntled customers who post their unpleasant experiences with your brand on widespread forums and social media sites.
Blogs, Twitter, Facebook and other social media sites have served as platforms for customers to praise or condemn a brand’s products and services. The emergence of Internet forum has changed the way we develop brand management.
Once the gossip of dreadful customer service comes around, a brand’s reputation may be too late to save. This is why it is so vital in the Internet era to look ahead at anything that can go awry in social media interactions with a brand while also flexibly adapting to new changes.
Advertising agencies in Los Angeles know that, although you can control what your brand chooses to expose to the public, you can’t ultimately control what a customer says about you. However, one advantage of the Internet is that you, or the brand, can also more easily be involved in the conversation. Creating accounts across any and all social media sites is vital for getting customer insights across all channels.
Instead of looking at isolated instances of customer response in social media outlets, look for trends across different platforms and channels. Study and listen to customers via “Voice of the Customer” surveys. Ask yourself where your audience most often interacts with you. Do they most often speak to you in person inside your store? Or do they often call your toll-free number for issues, questions and complaints? When customers speak out on their opinion of a brand’s product on a social media site or Internet forum, they are speaking about you, not to you. While it is certainly important to recognize what customers are saying on the Internet, it is more important to take a more holistic approach and weed out customer patterns, as should be well known in marketing Los Angeles. Marketing firms should often ask themselves in the midst of a social media disaster, “what do the consumer complaints have in common across different channels, if anything?”
The next step is to consider how you are communicating with your customers. Consider what modes or applications you are using to evaluate customer interactions with your brand. Are toll-free phone calls being recorded, as well as online chats between customer and brand representative? Which of these applications interact with each other and share data? Speak not only to IT experts, but also your brand marketers and web analysts, for a more diverse array of solutions.
One important step to consider is whether your company needs a CCO, or a chief customer officer. This person stands alongside the CEO and focuses entirely on customer relations with the brand. A CCO considers and interacts with every department to determine how to bring a better experience to customer service. Having a person who takes a more holistic, “big picture” approach of a situation can see the vital gaps in the customer service experience that perhaps other experts in different fields may not be able to see.