Think like a customer to boost confidence and trust in your social brands
Colleen Burns 120000C4RP email@example.com | | Tags:  wendy_holmes customer_experience twitter facebook customer_engagement
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Why engage with a brand on Twitter or Facebook?
When I think about following a brand, it’s because I’m already a customer or considering becoming a customer. I have an affinity for this brand, and want to learn more. So I search online for the brand name, and start following them on Twitter or Facebook.
I don’t want to call out any brands in particular, so let’s say that I’m interested in products from two different companies: Fictional Brand One and Fictional Brand Two. As you’ll see at the end of my story, one understands the value of being genuine in building an online community, and the other does not.
A tale of two brands: Let’s see how this social story unfolds
As soon as I start following Fictional Brand One, they auto-follow me, and send a direct message asking to be liked on Facebook or to subscribe to their blog. Some might think the direct message is a little spammy, but I often ignore it, because of an interest in learning more about the brand.
When I start following Fictional Brand Two on Twitter, they do not instantly follow or immediately direct message me. Instead, Fictional Brand Two observes, and then allows our interaction to happen naturally.
Within a few days of following Fictional Brand One and Fictional Brand Two, I notice that Fictional Brand One only posts messages promoting their products and services -- and they post a lot.
Fictional Brand Two shares product information, as well, but they also post useful industry trends and comments to their followers. They seem to be having real conversations with folks. Fictional Brand Two favorited one of my messages, and then they started following me back.
Meanwhile, back at Fictional Brand One’s Twitter and Facebook pages, I posted a comment that the last Fictional Brand One widget I purchased was not as good as I had hoped it would be. Days went by, and I received no response. A second comment was posted asking for a customer service phone number.
Finally, a reply was received: “Our customer service phone number is (800) 555-1212.”
No “hello” or “We’re sorry,” or anything remotely feeling like a conversation. I contemplated unfollowing them immediately, but decided to give them a second chance.
As my frustration builds with Fictional Brand One, my sentiment is increasingly positive for Fictional Brand Two. They posted a helpful link about the top categories consumers used to compare widgets prior to purchasing. Although, Fictional Brand Two was not number one in every category, I really appreciated that this valuable third-party review was shared.
Recently, I decided it was time to upgrade my Fictional Brand Two widget, so I reviewed their website, found some helpful information, and posted a few questions to their Facebook page. The Fictional Brand Two social media managers responded within 24 hours, and offered ideas for me to consider – I really appreciate that they took the time to answer my questions.
Whenever someone asks for widget recommendations on Facebook or Twitter, Fictional Brand Two is my go-to suggestion because I have built a relationship with this brand. They delivered on a promise of a quality product, and made me feel like I was a valued part of their community.
Three things that Fictional Brand Two is doing to help them think like a customer:
Fictional Brand Two staffers take ownership of the customer experience, and pride in making customers happy. They know that the brand experience lives in the hearts of every customer they come in contact with, and each positive interaction they have helps to humanize the brand.
Fictional Brand Two understands that people do business with people they like, so they try to think like their customers throughout every social interaction to build their communities organically one customer at a time.
Have you experienced what I have with Fictional Brand One leaving me dissatisfied, and Fictional Brand Two delivering a great customer experience? What experiences make you a loyal customer?