How To Use Social Listening to Improve Customer Experience?
Nowadays, social media is not just for sharing posts and spending valuable time with your friends. The term “Social Media” has grown out to be a marketing tool, and several brands are using it to enrich their customer experience.
According to Smart Insights,
63% of customers actually expect companies to offer customer service via their social media channels, and 90% of social media users have already used social media as a way to communicate with a brand or business.
It clearly states that every business or brand is getting its hands on several social media channels to improve customer experience better and effectively.
From posting several posts on different social media channels to using it as a marketing tool, the key to amplify customer experience on social media is to start with; Social Listening.
Social listening will help you get a clear idea about what people are inside and outside and talk about your brand. And believe me! It’s one of the best ways to improve brand awareness.
Table of Contents
1. Come up and create a strategic plan
The first step of using social listening to improve customer experience is to establish a strategic plan. This typically starts with what you know about your customers.
You can know your customers with the help of a buyer persona or by interacting with them. You can even use social listening tools and sentiment analysis tools to know about your brands image in publics mind. Find out all possible solutions to problems that people are trying to solve.
Look at your past information, which you’ve created, and decide whether it’s still valuable in developing your plan or not.
The best thing you can do is visit your competitor’s website and do the same thing or deploy competitor analysis tools. Find out what their customers are doing on their platform.
Once you have collected all the relevant data, separate those you don’t need to include in creating your plan.
2. Decide what to track
Once you’ve created a plan, it’s time to decide what to monitor because you have all the details of your customers that you’ve been looking for.
Don’t monitor what customers are saying; instead, plan and revisit your objectives as it’s crucial to think about what to watch. When using social listening, keep a focus on:
1. Tracking industry buzzwords and brand mentions
2. Tracking competitor’s brand names
3. Tracking on how they connect with you and other brands
4. Monitor competitor’s hashtags and other related hashtags to the industry.
3. Select a reliable content distribution channel
The main issue that social media marketers face is multiple social media channels and platforms, each with different types of customers.
While you may be present on every channel or platform, it’s essential to decide on one or two major content distribution channels to monitor.
The best method you can use to solve your problem is to look for those platforms or channels where your customers are highly active.
You can find their favorite channels by their customer personas or by studying your demographics.
For example, if you’re selling trending shoes or watches, you may look for youth. Therefore, settling on Instagram for social listening is a perfect choice.
If you’re selling industry-related products, you will find your target customers, especially on LinkedIn.
Selecting the right social media channel will help you track conversations surrounding your brand and your competitors.
4. Turn on notifications and track right conversations
The primary advantage that every social media platform delivers is the option to set up alerts and notifications so that you don’t miss any recent updates or conversations about your brand.
This feature allows you to participate in this conversation and others about your brand right when they occur.
LinkedIn has a communication tab that allows users to track or listen to what matters to the brand most.
You can also create alerts as several platforms allow by using keywords, hashtags, and industry buzzwords.
Just turning on notifications and creating alerts is not only the only thing to do; you must track these for reliable conversations and take part in them.
Turning on notifications and creating alerts is good, but you will be unable to track mentions that aren’t tagged to your brand and platforms that you don’t use.
One way through locating untagged mentions is to perform a manual search. However, several social media tools can provide better solutions because they perform extensive monitoring of brand mentions across search engines, forums, and news sites.
Some tools come with robust algorithms that provide suggestions to save your time from performing a manual search.
Besides this, they also help to find all the mentions of your brand using keywords. These tools offer relevant and valuable data, which means you can gather large quantities of data by using them.
Here are some of the best social listening tools you can use to gather data and monitor mentions with ease:
- Social Mention
- Google Alerts
6. Set up a customer service support
Nowadays, customers spend most of their time on social media, and the customer experience on social media cannot be ignored.
When you post something or open your social media account, customers want more apart from mere messages.
Hence, having a reliable customer service team to handle social media is crucial if you’re looking to use social media to improve customer experience.
According to the Digital Information World
51% of consumers said that they inquire about a brand and its activities on social media
Therefore, having customer service support will help you handle customer complaints and respond to queries promptly.
Apart from this, you can also utilize social media to give feedback, share content, or thank all your customers for sharing something from your brand.
You can even use social media chatbots to enhance customer experience.
7. Track and report your progress
Tracking the movement is an essential part of every business, and when it comes to social listening, it is no different.
However, the process might differ from one brand to another, but monitoring and reporting your progress are essential.
You need to measure your objectives and KPIs thoroughly. Here are some of the objectives or KPI’s that you can measure:
- Response rate
- Customer retention
- Number of inquiries done
- Resolved issues
- Comparing the number of people using social media for customer service with people using traditional channels for customer service.
Once you’ve monitored the objectives, record the qualitative and quantitative feedback that gives you the correct set of information.
The advantages of monitoring and reporting for your brand will help you in two major ways:
1. Creating a process for responding and engaging
Social listening comes across multiple departments like sales, marketing, and customer success. By doing your research and analyzing reports, you can make a precise decision on which areas should need more attention or who is responsible for social media customer support.
It will also help you in setting up a structure amongst the several departments for sharing information.
2. Understanding customer’s opinion towards your brand
Understanding what customers are speaking about in a particular industry or your brand is crucial in customer experience. It will help you respond to queries, limit complaints and explore several ways to offer positive feedback.
Hence, it’s vital how you hire your team and train them to understand what people are talking about your brand online.
How can locobuzz help you improve customer experience?
Locobuzz is a customer experience tool/management platform that provides social media listening and monitoring capabilities to help your brand achieve social media goals and improve its brand presence globally.
With Locobuzz, you can fetch real-time data across all major social media platforms and quickly start working on developing Global business strategy and Influencer insights.
It uses advanced Machine Learning algorithms to track every single conversation of your brand in real-time. You can get powerful analytics to help measure and develop a complete understanding of your brand’s health.
The best thing about Locobuzz is it helps you measure campaign performance in real-time to set a benchmark and get better results for your brand.
Its intelligent and interactive dashboard will give a clear understanding of success and failure to make better business decisions to keep you stay ahead and establish your brand as a thought leader.