What is the Impact of Social Media on the Customer Experience?

Author: Stephanie Young Category: Social Media & Digital Date: May 27, 2021

Today, most businesses know that having a social media presence is vital to their overall success, but some are not using it to its full potential. Businesses that rely on social media solely as a one-way communication vehicle to convey what they deem is important information about their brand are missing a critical opportunity to engage with customers. The impact social media has on the customer experience can be tremendously positive, but only when used to facilitate a two-way dialogue and interact with customers at a more personal level.

Your customers are playing in the digital space, and they expect a lot from their favorite brands. The way you engage with them matters—where you do it and how well you do it. Consider this:

• 64% of people say they would rather message a business than call.1

• 60% of Internet users say bad customer service is a concern when making an online purchase.2

• Digital customer service interactions are expected to increase by 40% this year alone.3

The role of social media in customer engagement is expanding. This presents a significant opportunity for businesses to build stronger, more meaningful relationships. The more timely and authentic your interactions, the greater impact your social media will have on the customer experience.

How can social media improve the customer experience?

As of 2020, over 3.6 billion people were using social media worldwide, and that number is projected to reach 4.41 billion by 2025.4 Transcending generations, social media is one of the best ways you can learn about your customers.

Think about it: social media is a place where people go to share their opinions on pretty much anything. Similarly, it’s also a convenient forum where customers go to deliver feedback about a product or service. Customers believe your past customers; they rely on what they read and see on social media from those who’ve experienced your brand. Use that to your advantage; engage with customers regularly on social media, be visible and let them know they’re being heard. Use the information you gather about their likes, dislikes and pain points to make improvements to better serve them. By delivering a better social media customer experience, you’ll improve their overall experience with your brand.

How can social media help customer service?

Social media has changed the face of customer service. A customer concern that may have once been addressed through a phone call or email is now being played out in a very public manner. That seems like a bad thing, but it’s not; it’s just the opposite. If you resolve a customer’s concerns quickly enough on social media, you not only create a positive exchange with that customer, you do so in a way that shows other customers that you are dedicated to keeping them happy.

Don’t Underestimate the impact of social media on the customer experience

The impact of social media on the customer experience can be tremendously positive—if you do it well. Be authentic, responsive and available. Don’t be defensive. Rather, show them that you value their feedback and assure them that their issue will be addressed. Chances are if one customer has a particular concern, others do, too. By offering up a positive, timely response to that one person on social media, you may be addressing questions others also have.

Do you want to learn more about the impact social media can have on the customer experience? Contact our social media marketing experts here.