Study highlights the value of social media customer interaction management

Published on 05 July 2013 by in Latest News

social media crm Study highlights the value of social media customer interaction management

Communication with brands via social media can effectively boost consumer sentiment and buying behaviour, according to a new study by the Internet Advertising Bureau. The research reports 90 per cent of consumers would recommend a brand following social media interaction, causing the IAB’s director of marketing and communications, Kirstin Brewe, to comment;

“The IAB study shows that, when trying to create deeper emotional connections with consumers, social media is an essential channel for brands. This isn’t surprising since social media is the only channel where it’s possible for brands and consumers to have meaningful two-way conversations, making the strength of connections that much stronger.”

Beyond this strong influence on sentiment, social media CIM was also found to have a significant effect on consumer purchase intentions. Four out of five consumers suggest social media communication would encourage them to buy the brand’s products more often.

As Ian Ralph, one of the directors behind the research, summarises, “Social media has the potential to turn brand customers into brand fans. By making people love, not just like your brand, you’re more likely to drive future purchases and increase sales.”

In the same way that a good customer experience via social media can help forge a lasting relationship between consumers and brands though, poor social media customer service can equally harm the consumer’s perspective. More importantly, as social media provides a way for consumers to quickly share their opinions with a large audience, negative sentiment can spread rapidly.

As a result, it’s crucial for firms to respond to customer queries via Twitter or Facebook in a timely, personal manner to create a positive impression of the brand. In particular, companies must ensure their social media communications are well-integrated with traditional support channels and CRM systems to deliver a consistent level of customer service.

Contact numero to learn more about the benefits of connecting with consumers via social media.

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