This week we’ve been discussing customer service as a vital piece of any effective marketing strategy. To deliver excellent service, we need to understand what drives customer engagement, as we discussed yesterday. In today’s TED Talk Joseph Pine explains how
“Authenticity is becoming the new consumer sensibility.”
Our focus is specific to social media marketing, and one of the best things about social media is that you can become a real person to your followers. As the world becomes more and more global and “online”, people are craving human interaction and good, responsive service. You can develop goodwill and grow real relationships with customers and potential customers by being REAL: ‘like’ comments, respond to people, and show that you care.
Fourthsource’s practical guide to how NOT to use Social Media for Ecommerce puts it like this:
“Today’s social customers don’t want to be sold to, they want to be listened to, they want to be cared about and they no longer just want a response from the brands with which they engage; they expect a response.”
Customers want to feel what they buy is authentic, which, as “Mass Customization” author Joseph Pine says, may be tough because, well, there’s no such thing. Listen to what he says here: