5. Social engagement
In industries like hospitality, travel and consumer electronics, peer ratings are just as important as reviews in respected publications. But understanding what customers are saying about your company, products and competitors goes beyond monitoring review sites. Nearly two-thirds of social media users across all three major platforms expect brands to respond to their posts, according to a recent survey by social marketing firm Khoros. Sentiment analysis of online conversations yields benefits across the organization.
What can you do to exceed customer expectations through social engagement? Product designers can use customer input to discover which features are resonating with customers and which are falling flat. Marketing organizations can fine-tune messages, discover online influencers and build positive word-of-mouth. Retailers can detect surging customer interest and adjust inventory and promotions accordingly. Investors can identify new trends emerging in online conversations that foreshadow market opportunities.
Research has long shown that organizations that respond receptively to customer comments have higher retention, satisfaction and revenue-per-customer rates than those that don't. At a time when many conversations have shifted online, active listening and responses can set businesses apart.
See how Verizon's customer engagement can help boost your organization's online interactions.