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News : Consumers View Social Media as a Customer Service Channel
Jeffersonville, Ind., June 27, 2014 -- According to new research from Accent Marketing, consumer engagement is evolving from toll-free numbers to multiple social media channels.
The company’s most recent survey, "Customer Engagement and the Modern Consumer," emphasizes that the key to a successful customer engagement strategy on social media is to understand how consumers are using the channels.
"Our goal was to connect with consumers to discover their preferences for engaging with a brand," stated Roger Huff, director, social media and digital strategy for Accent. "The survey findings prove that brands need to pay attention, anticipate consumer’s needs and create natural conversations across all channels, especially social media."
Key findings in the report also include:
72% of consumers only want to interact with the brand when they comment on social media channels.
82% use Facebook to speak with a customer service representative.
Two-third of consumers use Facebook to find good deals and promotions, including 80% of Baby Boomers.
More men than women (34% versus 25%) use Twitter to speak to a brand they have purchased a product from.
75% of Millennials find it helpful when other customers/followers respond to a question or comment posted on a brand’s social media channel.
"Consumers behave differently across channels and if brands are going to create engagement that drives customer loyalty and builds brand advocates, it’s increasingly important for CMOs to understand their customers’ behavior on varying channels," said David Norton, executive vice president of customer analytics and insights at MDC Partners and chairman, Accent Marketing Services. "To be a part of the conversation, CMOs need to have a social strategy in place to build a trusted relationship with their consumers and within their social community, ultimately creating a lifetime of engagement on social channels and in person."
Posted by Veronica Silva Cusi, news correspondent
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Published: Wednesday, July 2, 2014