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Mar
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Written by:
TheresaSorenson
3/14/2011 7:39 AM
A lot of brands are using Social Media to engage the consumer, and social channels to provide customer service. I recently came across a blog post outlining five things to remember when providing customer service through social media.
Here is the listing:
1. You can’t ignore customer comments
2. Don't delay your response
3. Social customer service is the new marketing
4. Reward your best customers
5. Every customer is influential
Providing customer service in a public space is a powerful means to create loyal customers and display that the brand/company is listening. So, what role does the market researcher play in this? Social media monitoring captures the discussions that are taking place between brand and consumer online. Even if the brand itself is not on Twitter, Facebook etc., their customers are.
Customers are sharing positive and negative experiences with products and brands. Market researchers are able to access these discussions to better understand consumer behavior, consumer reactions, and how their clients can provide their customers with a better service or product. The researcher provides the insightful analysis of the conversation to help brands and companies develop their products to meet the wants of their audience. Social media provides the directional information that is then being used to recruit for online focus groups and online surveys. The market researcher makes sense of the buzz, filling the gap between consumer and brand.
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