Wednesday, January 11th, 2017 | 7 min read
Social media has fundamentally changed how consumers and brands approach each other—especially when it comes to customer care. What was once a private, one-on-one exchange that ended once you hung up the phone is now a permanent conversation that the entire world can often see and take part in.
With the rise of social media, companies have begun to recognize the value in integrating departments and systems that once worked separately to attract and retain customers. When customer information is centralized and all interactions are visible, different teams can work together to create a seamless and more personalized experience that meets the needs of each customer.
Already doing all of this? You’re on the right track. But there’s one more thing you should consider: paid advertising. It’s not just for lead generation. Here are five ways your customer care teams can use paid advertising to drive engagement, provide additional value, and support customers.
This is a prime example of how two departments can team up to identify and address a current need—or potential problem—their customers might have. Let’s say that customers in Chicago recently bought new storm doors and windows from your company. Through social media monitoring, your customer care team has noticed that quite a few people have tweeted questions about the installation of these products, and they’re worried about getting them set up in time for when the cold weather hits.
In this case, customer care can tap the content team to create preventive care content for paid social ads that will target customers in Chicago. This content could be a video that goes through product installation steps or a blog post that includes tips on how to winterize your home (which could also feature other related products that your customers might find useful). Whatever you create, just make sure it’s relevant, timely, and helpful for the customer you are targeting the ad to.
Facebook recently developed a new feature that makes it easier for customers to chat with brands. When businesses create targeted ads with a call to action, they can now select Messenger as the destination. Clicking this ad will open up a Facebook Messenger thread with a copy of the ad—along with an automated message that you can create when you set up the ad. Customers can then engage with your brand through a chatbot.
This paid ad could be part of an ongoing campaign, a one-time promotion, or a simple “Need help?” message, but the overall goal is to drive a conversation between your customer and your brand. Since your customer care team often knows the best way to speak to and support your customers, it’s a good idea to get them involved in driving this type of engagement. If we go back to the cold-weather example above, your preventive care content could also include a CTA that encourages customers to chat with a customer care rep.
While less-than-glowing customer reviews are never ideal, they can present a silver lining. When customers speak up about a specific issue they’re encountering, or provide feedback on a particular product or service, your company can use this information to make improvements. It’s also an opportunity to provide a great experience for your customers.
For example, imagine your customer care team has responded to more than 1,000 people who have reported and complained about a new feature in your mobile app that’s causing it to crash. You can alert the app developers, make sure marketing is on top of any messaging that might need to go out, and be notified when the bug is fixed. This requires integration between all teams and communication platforms. You can also get approval for a targeted ad that thanks customers, lets them know the issue has been fixed, and provides them with a special coupon.
Media ops teams often overlook audience segments that are identified and classified during customer service interactions. Consolidating and expanding on this information, and then using it for paid social ads is a huge opportunity for brands to engage customers with more accurate and effective content.
If Microsoft customers who use Office 365 are incorrectly identified as Xbox users, for instance, then your targeted messaging is going to be way off-base—and a waste of money. This is another reason why it’s so important to have a unified platform—along with up-to-date customer data that’s integrated between customer care and paid technologies.
In addition to interacting with customers who tweet you, write on your wall, or are talking about your brand or product in some way, you don’t want to forget about your “dark posts”. While these sponsored posts don’t appear on your company’s social media feed, they typically receive tons of comments that should not be ignored. Since paid ads may be fleeting for some customers, it’s important that brands take immediate action when customers comment.
To keep up with the constant moderation and high-level of engagement that paid social posts require, it helps to have a social platform like Sprinklr and a customer care team that continually monitors and manages responses from customers. But it’s not just about responding to customers in the moment. It’s about gathering useful information that you can use going forward to continually improve how you engage and communicate with your customers.
Your customer care team has great insight into your customers. But that information doesn’t matter if it’s not visible to other teams. When you use a unified platform, everyone has access to the same data and insights. This enables you to streamline processes and create consistently great customer experiences across all channels. It also means you can start using customer care tactics and insights to improve targeting and to create paid social ads that will better support your customers’ needs and interests.