Besides commenting on breaking news, celebrity hearsay and updates on latest trends and predictions across various industries, social media users also love to comment on their customer care experiences. And consumers trust word-of-mouth (WOM) reviews from their friends, family and fellow social media users more than any other type of brand referral.
In fact, an infographic from Lithium revealed that a whopping 92 percent of consumers trust recommendations from friends and family more than any other form of advertising. What’s more, WOM influences 50 percent of all purchase decisions.
As such, the task at hand isn’t simply to generate more positive WOM reviews, but also to generate a quantifiable amount of it in the first place. In other words, to increase your brand awareness, customer engagement and ROI on your integrated marketing and customer care initiatives you must strive to produce the quality of customer care that makes consumers buzz around the web.
The Internet is blossoming with blogs, social posts and news articles about companies that have entered into the “winner’s circle” of customer care. And your consumers heed the reviews included in these content types and base their decisions from them as well. Take CNBC’s summary of the latest findings from Consumer Reports—a company that provides customer care ratings—that highlights the industries that are the best and worst in customer care.
The companies that landed on the “best list” didn’t get there by chance. Rather, they exuded superior customer care that offers a human element that is becoming so vacant in customer care due to the rise of digitization and automation.
So if you want your consumers to buzz about your company, then you must invigorate your strategy and go above and beyond by personalizing each and every phone call, providing continuous professional support for Communicators so that progress never comes to an end and remaining alert to the ever-changing needs and requests of your consumers.
You can’t rise to the top by sitting, waiting and wishing…the best-of-the-best in customer care work tirelessly to provide support that positively impacts their cherished consumers.
Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He has also been honored with a number of awards and recognitions for his contributions to the call center industry, including the ATA’s highest honor, the prestigious Fulcrum Award.