Undoubtedly, these numbers show the need to think about a relationship and experience strategy with users, and it is in this new scenario that social networks have become more than just a marketing strategy for companies; today they are a fundamental element to narrow the gap between companies, technology and consumers. We are witnessing a paradigm shift in customer service, and whatsapp, twitter, instagram, facebook and other social networks are the channels that people are most used to and feel comfortable using, which is why we help our clients implement an omnichannel strategy incorporating these non-voice channels.
The CEO of Apex details the four pillars to achieve effective management in non-voice channels:
Digital Customer Care: It is essential to have a coordinated attention strategy to be able to respond to all the needs of users in the different social networks, and provide answers to their queries in the shortest possible time.
Monitoring: powered by speech analytics technology, it allows you to listen to the voice of the customer, categorize mentions related to the brand to establish response priorities, the most frequent queries and the most common problems.
Content Moderation: It is necessary to identify and act on the conversations in the different networks to avoid inappropriate or illegal content. Helping and containing customers in times of crisis, solving their needs, will improve engagement with the brand.
Content Generation: We not only have to be present to resolve queries, users expect to receive content tailored to their needs and personalized according to their experience and requirements.
As important as these four pillars, is having an implementation strategy that accompanies: analyze the consumer profile, have adequate training to serve this channel, establish measurable goals and objectives, and periodically evaluate results.
Finding these opportunities for improvement is increasingly necessary to compete in the world of experience management. For this reason, many brands continue to devise advanced social media strategies, with the focus on earning more and improving their attention.
CEO of Apex America.
Source: Ambito
