Public Relations & Social Marketing Insight

53% of customers who ask a brand a question on Twitter expect a response within one hour.However, if a customer makes a complaint to a brand using Twitter, that figure goes up to 72%.These stats come from the latest research by Lithium Technologies and perhaps contradicts the previously held notion that just 11% of people expect to receive customer service via social media....

Organizations the authors describe as “flat-earthers” look at customer experience from the rational and physical perspective — focusing on how quickly a delivery is made or how quickly a phone call is answered, or the objective quality of the product. 

The authors contend that more than 50% of customer experience is about how a customer feels. Here are the seven imperatives for moving to the next level of customer experience, as defined by the authors....

Research confirms and we know this intuitively, positive customer experiences will keep our customers coming back. No one wants to continue doing business with a company after a bad experience, poor customer service, wrong product shipments that aren’t quickly rectified,  or for any number of other reasons that can ruin a consumer’s attitude towards a brand.

According to research by Accenture,  72% of consumers have switched brands after a poor customer experience. Of the 11 industries that were surveyed, retail consumers were most likely to switch after a negative experience (30%).

And perhaps just as bad, 73% of those who switched said they would not consider doing business with the brand again....

In my recent post, I talked about the need for Agility, Authenticity and Passion along with the “four C’s” which describe the pillars of great marketing today. Let’s take a look at some examples of great marketers and great companies who are putting these pillars into practice.

Customer-centric. Customers are in control. They decide how and when to connect with you and your company and they vote with their online voice, dollars and attention. Customer engagement – an elusive achievement — is the number one asset to a business today and the number one goal for marketing to pursue. Customer engagement is only possible when customer’s wants and needs are put at the center of everything we do....