Are social media managed by the right people?

Consumers have made social networks a privileged channel for interaction with brands. They think that by challenging a brand on their Facebook page or through a Tweet, they can push for a satisfactory response. What are the implications for brands?

Some pioneering companies have understood consumer demands and have tried to make social media presence in their customer service a differentiation: Société Générale recently reported on the ability of their clients to contact their responsible account through Voyages-SNCF's social networks and promises A response within two hours through these social networks.

Who supports these interactions?

The company traditionally entrusted the management of these pages to the Marketing and Communication department. But it does not always have the data necessary for an effective response. Mainly aimed at promoting products and services or the image of the company, you do not have access to information about the customer experience (interaction and sales history, delivery status, etc.) while the customer wants to be spoken to.


In addition, on social media, the relationship with time is different: users require a response in less than two hours, while communication works with often long and complex processes, interspersed with mandatory validation steps.

Issues related to the image of the company should certainly be within the responsibility of the communication department, but the relationship with the client meddles in social networks so quickly that one wonders if it is well managed in other channels (telephone, email electronic, store ...).

Humanizing the customer relationship

So how do you prevent marketing digital quito from becoming an outlet for disgruntled customers? First, it is essential to consider social networks as a channel of relationship with the client that communicates, and they require presence at all times.

This implies a well-oiled team formation with the mysteries of the relationship with the client through this channel and the mastery of customs. The reply to a Facebook post is necessarily different from a reply to an email. Sometimes we know that it is more effective to focus on a private message response (if, for example, the use of personal data): the choice of Customer Service of the Year has shown that private messages respond much better (+ 30%) than public messages in newspapers (formerly walls).

In a few years, customer relationship management has become a complete fact. Without proper management, it generally depended on logistics, sales management, or communication. However, the cross-sectional dimension of the customer relationship is addressed to address both issues related to delivery, sales history, technical aspects of products, accounting, etc.