Companies have rushed to embrace social media marketing, but there's
more to social media than marketing.
Increasingly, whether companies
like it or not, consumers expect companies to respond to customer
service inquiries submitted via social channels like Twitter and
Unfortunately, it currently appears that companies are generally more
adept at social marketing than they are at social customer service.
On October 12th, Econsultancy will be welcoming over 1,000 marketers to JUMP, our Joined-Up Marketing and PR conference.
As part of the run up to the event, now in its second year, we asked
Twitter users to tell us about the problems they’ve faced when
attempting to run multichannel campaigns, using the #CometoJUMP hashtag.
As an incentive, we assembled a great package of prizes for the
most interesting or relevant tweet.
The results showed that marketers face a huge variety of challenges as
they try to track and optimise for customers who routinely interact
with multiple touchpoints both on and offline before purchasing. We also
uncovered recurring themes that may be slowing progression towards
fully integrated marcomms.
In addition to the winning tweet, I thought it would be enlightening to
run through ten of the best entries here and check out some
of the issues we’ll be covering at JUMP this year.
Joined up marketing should be a reality for every type of business these days, and as more companies realise the benefits a joined up approach will bring, PR should be perfectly positioned to play a key part.
But this will only happen if the industry takes steps to revolutionise itself and portray its changing position and capability to the wider marketing industry.
We’re living in a multi-platform retail environment and that’s a great thing for marketers, mostly.
On the one hand, there’s a wide variety of ways to interact with people and drive sales. If a potential customer doesn’t respond positively to emails, they may be more willing to connect with your firm on Facebook, for example.
But the downside is that consumers have far higher expectations, particularly of the bigger brands. If you aren’t catering to their platform of choice, you risk frustrating them and devaluing your company.
Here are a few of the main platforms your customers may expect you to be actively using – and how you can meet their expectations.
For many businesses, the internet is one of the most important channels. Every day, millions upon millions of companies interact with their customers on the web and through internet-connected devices.
But despite the internet’s importance, online customer service often leaves a lot to be desired. Why is that? There are a number of reasons, all of which can be dealt with.
Here are some tips for improving online customer service...
BT has over 15m customers who create more than 70m calls per year into BT’s customer service call centres and send more than 2.5m emails.
Warren Buckley is responsible for all customer services activities for BT Retail Consumer Customers and now has a staff of 10,000 based in 45 centres in the UK and India.
We spoke to Warren about the challenges of this role, and how far BT has moved towards a joined up customer service model.
Porsche has been doing some very interesting things with social media, with its Facebook 'thank you'a great example.
Alex Vaidya (Digital Strategy, Porsche Cars GB) will be speaking about online engagement tactics for offline brands at our JUMP event on October 12.
I asked Alex about why social media is valuable for an offline, luxury brand...
Twice a year Econsultancy produces a print magazine focused on multichannel business strategies, to help support our JUMP event.
The latest issue, our fourth, is now available to download. It’s free, though you need to be a registered Bronze member (also free) or Econsultancy subscriber to download it.
Nine out of 10 companies understand the importance of creating a joined up customer experience, which delights patrons and helps staff to maintain high standards.
That statistic comes from some research we did in association with Foviance last November. So how many of our 500+ survey respondents said they had achieved such a high level of integration? A mere 20 of them: just 4%. As such it is patently clear that there is a huge gap between where companies want to be, versus where they’re at.
Below, I have listed a few common hurdles in joining up business activities across channels. We’d especially love to hear about your own challenges. In fact we want to hear about them so much that we’ve created a £5,000+ prize package, which one lucky tweeter will win. See the bottom of this post for details on how to enter our competition.
So what are some of the biggest challenges in joining things up…?
In the run up to JUMP 2011, the challenge of gathering and using data across all channels remains a key issue for marketers.
Last year, social and mobile were the new kids on the block and now it’s fair to say they are now serious contenders for fully established marketing channels.
Although these new channels present new challenges, when it comes to data gathering and gleaning intelligence to manage a customer’s journey, they are ultimately just new channels that need to be treated in much the same way as the existing channels.