Today, almost everything in the world happens simultaneously on social media. That’s why offering an excellent digital customer experience is more important than ever as a key to brand success. There is a strong link between a positive digital experience and a significant increase in conversion rates.
Users who perceive a positive digital experience are almost twice as likely to make frequent purchases and spend more on each transaction. In addition, they are four times more likely to recommend the brand to others.
Automatic analysis of customer comments on social media
But how can brands make the most of understanding their customers’ needs? A key step is to listen to customers where they actively provide feedback because, beyond being just advertising channels, social media offers valuable insights into their problems and expectations.
It is crucial to highlight the vital role of Voice of the Customer (VoC) listening platforms as a complement to the work of these professionals. Given their physical limitations in analyzing all users’ comments in real-time, using software tools that work with Text Analytics and unsupervised machine learning models becomes essential to analyze free text, comments, and even transcripts of calls or chats.
Low response rates to surveys are often a challenge for companies when collecting data on customer experience. Social media is essential in offering unique information that complements traditional surveys.
Artificial Intelligence, the Community Manager’s great ally to personalize the customer experience
Artificial Intelligence (AI) is already revolutionizing consumer listening on social media. Through specific algorithms, brands can now analyze large volumes of data/comments to identify trends and critical situations, thus providing a personalized experience.
Immediacy, humanization and surprise are key points
This is a key requirement on social media, where customers expect quick answers to their questions. Demonstrating brand commitment by quickly identifying and addressing at-risk customers is crucial.
By working in a coordinated manner, brand departments can surprise customers using the valuable insights gained from social media. From innovative marketing strategies to customer service initiatives, the information gathered can be capitalized on for up-selling and cross-selling actions, improving business growth.
By working together, brand departments can surprise customers by capitalizing on valuable insights from social media. These insights drive innovative marketing and customer service strategies and become the basis for upselling and cross-selling actions, contributing to sustained business growth. Active listening on social media enriches the customer experience and is a critical driver for business development.
The perfect complement to the work of the Community: Analysis of Digital Behavior
However, in a dynamic business environment, brands must go beyond traditional comments or surveys, recognizing the value of digital behaviour analysis as the ideal complement to the work of the Community Manager. The voice of the customer (VOC) emerges as a crucial component, allowing companies to capture signals that customers do not even verbalize in their comments on social networks or in surveys.
Companies that leverage this behavioural data to generate insights outperform their competitors by an impressive 85% sales growth and more than 25% gross margin.