If you’re a retail brand using social media – or really anyone implementing platforms such as Twitter and Facebook who has a product or service to sell – ensuring that your marketing is on point is not enough. Not if you want to really excel.
You need great customer support. In fact, it has to be world class.
Why? Because it’s your customer service team who are on the front line. They’re the folks who are engaging with your brand advocates, undecideds and complainers day in and day out. Without great service all the engagement in the world means nothing, as converting new business will be almost impossible and your existing customers will eventually go somewhere else.
This visual from Sentiment Metrics looks at social media service for marketeers.