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June - 2013 - issue > View Point

Leveraging Social Media To Drive A Consistent Customer Experience

Satya Krishnaswamy
Founder & CEO-NextPrinciples
Friday, May 31, 2013
Satya Krishnaswamy
NextPrinciples offers social media analytics and engagement platform helping companies analyze/listen to social conversations, engage as appropriately and integrate the interactions with their CRM systems, all within a unified platform. Headquartered in California, the company was found on 2010 and has raised $1.2 Million from Alex Ott, Darcy Lalonde, Jos Sluys, Kalus Zimmer and few other angel investors.

They may not know it, but for most brands their customers are probably already on social channels expressing their likes and dislikes. Social media is truly redefining the landscape of customer interactions. It is good to know that 92 percent of companies are incorporating social media into their marketing efforts. However, the role of social media goes beyond the realm of marketing, and counting number of ‘likes’ and ‘followers’. In fact, social media can play a pivotal role in enabling a consistent customer experience across sales, marketing, customer support and driving a positive impact to organizations’ bottom line.

Customer Care

Before social media drove customer care, customers would typically call a company’s 800 number if they had an issue, or probably send an e-mail. It was always a one-on-one conversation between the brand and the consumer. Today, we see customers tweeting about their disappointments and within minutes calling the company’s 800 number, expecting the agents to be not only aware of the problem but to have already resolved it. This is a far cry from the days of a one-on-one engagement. The reality is that 56 percent of customer tweets to companies are ignored, according to AllTwitter, a news website dedicated to covering Twitter. Most companies are just getting started on social customer care and far fewer have integrated social and traditional channels. This is a great opportunity for brands to provide delightful customer experience.

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