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Social networks in your customer experience
Social networks can be great allies in your customer experience strategy, the use of these online platforms has grown steadily over the last decade worldwide. Currently Facebook, Instagram, LinkedIn and Twitter, among others, are part of our daily lives, both in social and work aspects. The decline of Snapchat and the strong breakthrough of TikTok have shown that it is a very dynamic industry that can change in a short time and with great significance.
According to Statista data, as of 2020 most Latin American countries had a penetration rate of more than 50% in the use of social networks, i.e. more than half of the entire population uses social networks, reaching nearly 80% in the cases of Chile, Uruguay and Argentina.
At the end of 2019, when making its predictions for 2020, Gartner noted that 20% of brands and companies would abandon their own mobile apps, while Nielsen indicated that 56% of users prefer to use social networks and messaging applications to communicate with companies, i.e., the trend is clear: focus on getting the most out of social networks as digital channels, given the preferences and use of users, and thus generate a better experience.
How to use social networks in your customer experience?
First of all, it is key to understand that you must be able to put yourself in the shoes of your users, a good exercise can be to think of a brand that you follow on social networks whose actions you like. Do you want to be the brand that invades you with advertising at all hours and in all possible channels until you get bored? Focus on interaction with your consumers, don’t bombard them with emails and ads, you will only get them to stop following you soon and have a very bad feeling about your brand. Still not convinced? Forbes points out that 86% of shoppers are willing to pay more in exchange for a great customer experience.
When using social networks to interact with your customers, a good option may be the use of chatbots or other digital relationship solution that facilitates communication between your brand and your customers in a more fluid and close way. This will give you a great advantage. McKinsey points out that, among other characteristics, generation Z prefers brands that show their personality and are unique but at the same time are recognized.
On the other hand, an action that you cannot fail to do is social listening, it is key that the business can understand the entire customer experience and not just the isolated actions in social networks, so listen to your customers, understand their preferences, behaviors, emotions and desires, whose analysis can provide valuable information for your business.