Customer Service is the New, New Marketing
The issue of strengthening your customers so they can not become an extension of your marketing. Transforming people into a sales force of striking is the dream of every service organization. The difference today is that the landscape has changed to the point of customer service is no longer the minimum bar to play. Over the years, customer service will merge with a holistic marketing inbound, outbound calls and listen to the participation of clients to rewrite the rules of the game And most importantly, the lessons will be introduced in the fields in the department marketing to create and run smarter, more experienced, and real world initiatives across all forms of marketing, advertising, marketing and advertising. In recent years, social media fascinated and inspired company in the communities in which their brands and products, as well as those of competitors, very active people, they are seeking, also known as the new influencers are discussed engagement. Participation is no longer an option, social media is not a spectator sport. Believe it or not, these discussions take place with or without you, so they ignore it only removes you from the conversation and also remove your company from the radar screens of your customers. Marketing-savvy executives are working with PR, Advertising, and Marcom teams to options and strategies on how to explore during online conversations concerned to attend. This represents a change in marketing abroad as it provides a direct channel between companies and customers, and creates ultimately the people. It begins with a lot less like marketing and looking much more like customer service. Last year I had customer service in the equation of social media. As with any business is really PR is the responsibility of the entire organization. But it is much bigger than boxing in a paradigm of public relations. I truly believe that customer service is the marketing and new communities are at least potential committed customer service. Social media is rooted in conversations between people and colleagues, regardless of the technology, which allows everyday and they take place in blogs, networks, forums, Micromedia, and online groups. And each day with each new company and a social tool is introduced, are trademarks, products and services discussed actively supported, and disassembled. Some companies are looking not hear everything at once. Services such as satisfaction, ThisNext and DIY communities such as Ning, Yahoo and Google Groups, and Facebook have hosted talks between customers on products and services, and while she does not invite such marketing They are looking for useful information, advice and direction. Participation is Marketing Social Media represents an entirely new way to reach customers and contact them directly in contact. It adds an outbound channel, inbound customer service and traditional public relations, direct marketing and advertising, investment companies and completed their clients to discuss on equal terms, things like peer review. Above all, it transcends the process of answering questions just to create a community of enthusiasts and evangelists. In most cases, the only way companies do know is that when customers have questions, comments or concerns to contact them if the customer service, the message to form a public group, or habits customer buying has value and sales trends suddenly shift. You can bet that for each incoming client requests that a significant proportion of current and potential customers actively discussing the same subject in the open air, looking just for information, feedback, recognition and / or information. And perspire normally, without having these discussions, the participation of enterprises to cope for people, topics and issues of their own. Why did you leave the door open to competition in the conversation directly to customers and draw in their direction? Companies must commit, or they are inevitably faced the long road to obsolescence. It’s like the old saying: Out of sight, out of the heart. Or simply run or die. Today is the involvement of marketing. Discussions are a form of marketing. However, marketing needs to be clarified, because I am not referring to traditional marketing that typically says “people through new”. In social media, here it is for dialogue, two way discussions that bring people to discover and share information. Join the conversation is not as simple as jumping in however. Companies must first listen, analyze precisely how to participate, where and when themselves. Social media is forcing companies to look outward, pro-active discussions, transactions and relationships are important to be found. And not just the responsibility of the RP, it is the involvement of many disciplines throughout the organization support and information really useful. Again, we are not talking about messaging rates or outlets. When you stop to think about it, we talk about the fusion of marketing, public relations, community relations and customer service in a brand new role socially conscious. Defining the strategy and the role This is the formalization of the external communication and community participation, ensuring a dedicated team to ensure that clients and prescribers are not neglected committed, but. There are already companies that either divide responsibilities between the outgoing existing teams, or roles to devote full time to listen, participate, respond and comment on all forms of social media. But this is not limited to a few companies. It is a role that the norm in companies around the globe, from small business to the company, and is probably from person to person level teams. This is more than customer service hierarchy is reinforced Blogger. We should not get our fire hoses as fires, which have attracted public attention. We must focus on customers who take the time to make a contribution and social networks who want to find easy to participate – even if it comes in the form of a speech. In addition, we can not simply rely on the service of reconciliation. We need to analyze the incoming search activity, based on conversations between those who decide the conversation outside the traditional service process. In addition to public relations and marketing communications, these new roles of the combination of various disciplines including marketing, communications, customer support and product management and go through several ways: Community Advocate Community Manager (though I hear, press again that tracks are not actually administered municipalities). Ambassador or community relations Social Media Specialist Community Community Community Builders Many of us have been in online community, web links involved since 1 0 and theme groups, forums and other online communities such as DejaNews, Yahoo and Google. We did it when seeking experts and not try to BS people, advice and answers. This is an important clue, because all this work so that you actually not only about your products, services, names, strengths, weaknesses and advantages, but also how competition in the market and where you stand compete. The social consequences of the media landscape is vast and growing, and you can hear a number of internal people and every day to participate via blog posts, blog comments, forums, groups, social networking, Micro Media, etc. Please note that, contrary to established social media love unfolding in the blogosphere, not everyone can jump in and solve problems. Companies have a game plan that has internal special person who will officially go help customers create. Pssst. I’m Listening Listening to active communities will dictate your participation. But let me emphasize that this is very important. It is not only responsive community relations. Companies can and must learn to listen and talk with customers to create content that meets the specific needs and desires of customers and distribute in their communities. To be able to translate the lessons learned from one to a conversation for the good of the masses. Reviews outgoing and relationships in the community is one of the major campaigns each company can integrate into their immediate and future initiatives. It not only public relations and customer service, it builds relationships, creates amateurs and instills ultimately customer loyalty. Additional Resources: The four principles of community management by Jeremiah Owyang join the International Online Community is Customer Relationship Management AssociationPublic by Kami Huyse Customer Service is the New Marketing by Valeria Maltoni