To compete effectively in an age when social media can influence brands — businesses need a new playbook to avoid negative sentiment. The right strategies and communications, at the right time, can help you transform impacts into a positive customer experience.
If you can identify sources of dissatisfaction early on, and communicate how and when it matters most, you can turn disgruntled customers into loyal brand advocates. Consider these proven strategies for resolving pain points…
1 – Uncover problems and gain actionable insights using text analytics
“Text analytics can surface issues that would have gone unnoticed and raise the organization’s sensitivity to potential opportunities.”
“How To Use Text Analytics In Your VOC Program”, Forrester Research
Natural Language Processing (NLP) and text analytics are powerful tools to identify, categorize, and analyze customer feedback about your products, services, and brand. Gain a holistic perspective of the customer experience by capturing comments from numerous feedback sources such as call centers, surveys, and social media networks.
Financial institutions and fintechs should also mine the Consumer Financial Protection Bureau (CFPB) consumer complaint database. With valuable insights on trouble spots and emerging risks, you can take proactive, targeted action.
2 – Ensure positive customer experience during change with effective communications
Going through a merger, systems change, or shifting business models? During corporate changes, it’s critical to communicate early and often to inform and reassure anyone who may be impacted. A positive customer experience relies on having key messages that provide a clear, cohesive narrative.
Convey what’s happening and what to expect, and communicate that story consistently across all channels. When customers (and employees) understand the big picture and how the change will affect them, it helps build alignment and momentum for a successful transition.
It’s also important to prepare readiness assessments that identify customer concerns and areas of resistance. This understanding helps you craft change communications that resonate well and build buy-in. Creating customer personas can help you better understand how different segments may react or be impacted by changes, so you can tailor messaging and outreach strategies.
Communicating effectively to help customers feel valued and informed can go a long way to improve retention, reduce risk, and earn loyalty.
3 – Strengthen customer relationships with social media engagement
“A problem solved promptly and well gives your company a chance to shine, and creates a unique opportunity to strengthen customer loyalty.”
Steven Ramirez, CEO, Beyond the Arc
Social networks like Twitter, Instagram, and Facebook provide companies with an immediate channel for addressing questions and resolving problems. Monitor closely so you can respond with prompt, personal attention and solutions that help create a positive customer experience.
It’s a good bet those customers will forgive the negative impacts and take to the airwaves again to praise their feel-good experience with your company.