Tech That!: Recreating the customer experience online

#LeedsBizWeek, 23 Sept 2013

Helen Gill (nee Standing), Director, ngage Comms

Recreating the customer experience online

• What is digital communications?• Who’s responsible for managing your brand’s online

presence?• How has digital/social media changed customer

service?• How do you secure and retain customers in the digital

age?• Top tips for recreating the customer experience online

– the 5 Cs

What is digital communications?• Social media shouldn’t be looked at

in isolation – it has to be part of a wider digital comms strategy which is integral to your wider communications strategy and integrated into your overarching business strategy

• Digital communications encompasses everything you do online – the website is not dead, it should be your digital hub!

Who’s responsible for managing your brand’s online presence?

• Even if the creation of content/management of social media is outsourced, EVERYONE needs to be feeding into it so that it is a true reflection of the business

• Don’t just leave the intern in control of your online reputation!

• Good communications in business is more important than ever – you need to create a ‘communications culture’ both internally and externally

• That’s not just talking, but also listening!

How has digital/social media changed customer service?

• In a word: completely• Customers expect things in ‘real time’ and they want

to know that you genuinely care (you can’t pretend to be something you’re not)

• There’s no such thing as ‘no comment’ and there’s nowhere to hide – everybody’s listening and you have to be too

• Staying front of mind and offering better service is easier but also more competitive than ever!

How do you secure and retain loyal customers in the digital age?

• Remember direct mail? Well, forget it! The digital age is all about high quality long term relationships

• Think referrals, referrals, referrals – being a ‘giver’ not a ‘taker’ pays off eventually

• LISTEN and respond to what your audiences want• Keep finding new/interesting ways of maintaining

interest

What’s the magic formula?• There’s no ‘one size fits all’ approach• The secret to success? Defining what success looks

like for your business and tailoring your approach• In a world where we are bombarded with so much

content, your task is to stand out – not by being all things to all men, but by carving a niche which is of real value to the specific people you need to reach

• Ultimately, if you’re useful and serving a purpose, you’ll get results

Carving a niche for yourself• Go back to basics and define what it is that really

differentiates you/makes you unique and what your values are

• Create a clear and consistent brand personality and tone of voice and use this as the basis for all digital communications

• Use social media as a customer insight tool to find gaps in the market that you could be filling and get feedback on how you can constantly strive to be better at what you do

Factors to consider for your business/sector

• Think carefully about the regulatory/professional framework you’re operating within

• What cultural/ social barriers/ opportunities/ sensitivities are there that you need to be aware of?

• Whether you are B2B or B2C, people buy people• Who are your REAL audiences? You can’t just talk to

your customers online, think about wider stakeholders, communities and consumers who influence them

Bringing your business to life• There will be great things happening on a

daily basis – but no-one will know about it if you don’t tell them!

• Find the ‘gems’ and put them on display in a tone of voice and style that feels right for your brand

• Blogging allows you to showcase your expertise in a ‘non-salesy’ way

• Images and video can tell a 1000 words but need to be backed up with substance

Getting referrals and recommendations• What others say about you holds more

weight than what you say about yourself – and now the world can see what they’re saying!

• Get your customers talking by giving them an EXTRAordinary experience

• Ask for feedback and make it easy for them to give it

• Respond to and thank them• Provide them with ‘shareable’ content

Case study: Prashad Indian vegetarian restaurant

Top tips for recreating the customer experience online (The 5 Cs)

1. Create a ‘communications culture’ (both listening and talking) amongst your staff, customers and with the outside world

2. Carve your niche3. Remember consumer is king –

not just customer/client4. Capture the moment with creative,

‘real time’ content5. Care (and genuinely mean it!)

Let’s carry on the conversation about digital comms….

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www.engagecomms.co.uk/bloginfo@engagecomms.co.uk