3 Keys to Building Happy Customers on Social Media

By: Sofie De Beule

September 16, 2014

The times of cheesy loyalty cards to make your customers happy are long gone. How do you keep customers happy nowadays? What is the true value of customer satisfaction on social media, and more importantly, how can you measure and proactively act on the satisfaction of your customers?

We all want to do business with a company who cares about our satisfaction. No one wants to be left in the dark once a sale is made. From a business perspective, pursuing new customers seems enticing. But how do you keep your existing customers happy?

In this article, we’ll discuss:

  • How to keep your customers happy through social media with 3 easy-to-use tips.

  • The role sentiment analysis plays in this process and how you can take concrete actions with it.

  • How our customers specifically use sentiment analytics to overcome their struggles.

1. Seize Every Moment of Engagement

When a customer decides to reach out to you, capture this moment and use it to its full potential. Even when customers talk negatively about your brand, see this as an opportunity to learn more about your customers, product, or service. Frequently touch base with your customers to see how they’re doing. Every single moment of engagement is precious, so don’t let it go to waste.

In order to truly meet the needs of your customer and make sure every interaction counts, you need to understand who your customer is and what they want. Make sure your customers know how much you value their opinion. For example, at Engagor, we take the feedback we receive about our product very seriously. We have even implemented a dedicated Ideas forum to make sure we are right on track with developing our product and providing the best customer service out there.

2. Excel at Social Customer Service Daily

Ordinary is just not good enough today. Go the extra mile for your customers.

Nothing says more about your business than the way you handle customers. Customer service truly is the foundation of your customers’ happiness. Brands need to seize all of the opportunities to excel at social customer service and provide solutions to issues even before they were asked directly to the company. By anticipating customer issues, beyond replying to ‘@’mentions, and proactively addressing negative sentiment, brands can swiftly turn complaints into solutions.

Track relevant conversations on social media, dive deep into the sentiment analytics, and, beyond your company’s own pain points, quickly identify the issues your competitors are struggling with. Tap into those important conversations, and make sure you harness the power of social media as a megaphone to pick up on important trends.They provide you with a resource of the issues your customers are struggling with.

3. Leverage Your Brand Advocates

Great! You were able to capture the attention of your customers with some true acts of engagement and deliver great support. But what happens next?

Another great way of building happy customers is to encourage engagement in your community. Keeping your community alive not only makes your customers feel more connected but they truly embody your brand’s values and are highly involved. The more value you can offer them, the more you can “ask” from them.

Take on an active role in empowering your customers to succeed in using your product or service in their day to day life. That’s why you need to provide a platform where your advocates can easily share feedback to build trust. Leverage your advocates’ user-generated content. If that content proves to be extremely valuable, your customers will easily pay it forward. Don’t miss out on the opportunity to have your customers talk to each other and share their opinions.

Measuring Your Customers’ Satisfaction Accurately

“Data, small or big, means nothing if it’s not interpreted and translated properly into actions. Engagor’s sentiment analysis helps us understand the real feeling of people interacting with us.”  – Marco Ricorda, Social Media Analyst at the European Commission

Keep your finger on the pulse of the sentiment analytics of your social media presence to maintain a close eye on your customers’ satisfaction and compare it, for example, to your competitors. A lot of our customers use our sentiment analytics to measure the success of their social media campaigns. Moreover, if you implement a change in tone of voice, you can quickly follow up on how it triggered the attention of your community and fine-tune your engagement strategy even further.

In Engagor, sentiment is applied by default meaning that every mention will receive an automatic sentiment (positive, negative, neutral, or unknown). Sentiment can never be 100% correct because there is a margin for error in every algorithm. This requires contextual knowledge and a real understanding of what’s being said, something no computer currently can do. People only agree around 80% of the time. Furthermore, cases like irony and sarcasm make sentiment detection extremely difficult.

Due to irony and sarcasm, automatic sentiment is never 100% correct.

While we use state of the art machine learning, what makes Engagor truly unique is the degree of control your social media team is able to have. One way of gaining control over sentiment and optimizing accuracy in Engagor is by setting up automation recipes. For cases like, “everything we publish should automatically be labeled as positive”, this is extremely beneficial.

Train your social media operators (the people working within the inbox) to adjust sentiment manually. Moreover, it’s your customers who decides how they want to talk to you – especially in which language. That’s why we provide automatic sentiment analysis for 9 languages (e.g. English, Dutch, French, German, Greek, Italian, Spanish, Portuguese and Turkish).

Sentiment is a tricky question, however, interpreting this data correctly is important to help you grasp a realistic view of your brand’s reputation and online social media presence. An important part of sentiment is knowing that it is not 100% correct. In order to gain actionable insights from sentiment analytics, look beyond the basic level. Drill down into the data with in-depth filtering and identify what matters the most to you. Cut through the noise and utilize every conversation that is important to your brand.

Want to learn more on how to build happy customers? Download our Thomas Cook case study and discover how you can optimize your social customer care.