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Enhancing the customer experience through social media and instant messaging apps

Enhancing The Customer Experience Using Social Channels

Digital technology has given businesses a myriad of ways to communicate with customers: over 2,7 billion people are reachable by email, 2.46 billion users are on social media worldwide and global users of smartphones (and therefore apps) are set to top 4.57 billion in 2018.

That’s a lot of people to reach via a vast range of different channels.

In addition to being actively accessible on all channels, businesses also need to understand how to communicate via each customer’s channel of choice . This could be email, social media, in-app notifications, text or instant messaging.

There is a lot of conversation around how to push marketing information to social media platforms and instant messaging apps, as well as how to integrate these ‘new’ channels with established channels like email.

The Top 10 social media brands for personal use
The Top 10 most used instant messaging apps

Opportunities for businesses to reach customers on social media platforms and instant chat apps

There are a number of ways to interact with customers on social media platforms:

1. Publishing information via posts to corporate feeds.

Good for: “How-to” videos, competitions, travel tips, links back to website.

2. Monitoring and responding to mentions on social media

Good for: dealing with complaints, saying thank you for compliments/mentions, getting a message out quickly, promoting self-service.

3. Direct messaging to social media instant messaging apps

Good for: sending custom 1-to-1 messages, like flight confirmations, to individuals on Facebook Messenger, WhatsApp, etc.

4. Share a message received via 1 channel to another (social sharing)

Good for: broadening the reach of one channel by sharing via another channel.

5. Creating a social app to share specific content

Good for: content that needs privacy such as a Facebook Billing app.

Which channels are best suited to business communications?

Here’s a view from our communication experts:

Best suited channels for business communications

The key is to keep the customer experience as consistently great as possible, no matter who initiates the interaction and which channel they choose to use.

Linda Misauer

Linda Misauer

Vice President, Global Solutions at Striata, a Doxim company.

Linda Misauer is the Head of Global Solutions at Striata and is responsible for technical Research and Development, Operations and Project Management for global initiatives.

Linda previously led the Product Management of the Striata Application Platform before moving across to Striata North America as Chief Technical Officer (CTO). As Product Manager, her responsibilities included internal project management of the product development team, market research & product feature design, as well as the product lifecycle management and quality control. As CTO, Linda was responsible for all technical operations for North, Central and South America, including the Project Management, Support, Production and Data Engineering.

Linda has over 10 years of experience in the IT industry, ranging from video streaming solutions and website application development to electronic billing and messaging. Prior to joining Striata in 2002, Linda held the positions of Chief Information Officer at AfriCam, and was IT project manager at Dimension Data.

Linda studied at the University of Natal – Pietermaritzburg and holds a degree in BSc, Majoring in Computer Science and Economics. Linda also has a Diploma in Project Management.

Read more of Linda’s blog posts here or connect with her on the following social channels: