Creating Personal Connection in an Electronically Connected World
In today’s technology-fueled world, where email, social media and other forms of electronic communication thrives, are we drawing nearer to each other, or further apart?
That depends. There are many digital communication channels available, through which there are proven methods to ensure that your customer messaging creates connection and loyalty.
First things first – Do you have a customer service strategy that guides your company’s use of electronic communication and social channels? Have you trained your staff to use email and social media to create stronger connections with customers? Have you considered innovative ways to create stronger bonds with your most loyal customers?
If not, here’s why you must do so immediately, if not sooner:
Customers Want to Feel Your Humanity
People are biologically programmed to create connections with others. As a result, customers create stronger bonds with human beings than they do with brands or companies. Email and social media can come across as impersonal and cold. The recipient can’t discern the sender’s attitude or demeanor with the usual visual and audio cues apparent in an in-person conversation.
To counter this, allow your social media team to write like they speak. Instruct them to keep a professional focus, but use conversational language and contractions. Don’t be afraid to use exclamation points and superlatives (“I am so sorry!”) to demonstrate enthusiasm, for example.
There are many digital communication channels available, through which there are proven methods to ensure that your customer messaging creates connection and loyalty.
Customers Need Personal Care
If you’re responding to an emotionally charged post or email, do what you can to move the conversation to the telephone. Send them a contact number to reach out to you (on social platforms) or call them if you have their contact information.
Challenging situations are always best-handled via personal conversation, which allows the customer to hear care and compassion in your tone of voice.
Customers Crave Authentic Connection
Social media, while seemingly impersonal with short updates and an all-about-me focus, is being used by smart companies to create personal connections. Train your staff members to engage as human beings, not through marketing-speak. You’ll create closer bonds because customers prefer conversing with people who represent your brand, not a faceless “brand voice”.
If appropriate for your brand, have your employees use first person language on social, then identify the responder with their initials or first name at the end of the post. (Example – “I’m so glad you let us know! – EK”)
Do you have a customer service strategy that guides your company’s use of electronic communication and social channels?
Customers Want to Have a Voice
Consider setting up your most loyal customers as brand ambassadors, who are informed about new product launches in advance. Ask them for feedback on your products or services. Give them incentives in the form of free product or small amounts of cash, to share their stories and opinions with their social communities and on your website. Take them behind the scenes with invites to live chats and online events that let them talk one-to-one with your top executives.
This works because today’s consumer trusts the recommendations of other consumers more than they do a promotion from a company or brand.
Social media, while seemingly impersonal with short updates and an all-about-me focus, is being used by smart companies to create personal connections.
When you put in the extra effort to ensure that every electronic communication furthers your customer connection, you’ll benefit with increased loyalty and referrals. Start now!
Art by: indigo-moogle