5 Reasons to Ask Your Customers Questions on Social Media
According to Econsultancy, 70% of companies say it’s cheaper to retain a customer than acquire one. The Chartered Institute of Marketing cite a range of figures on the costs of acquiring new ones compared to existing, somewhere between four and ten times.
I’m not telling you anything you don’t already know here. But how can you ensure that you maximise the opportunity of gaining further market share by delivering products and services that match that market?
Talking to your market and asking them for their view is one. We call that listening to the voice of the customer, and it’s big right now.
Picking up the telephone, meeting face to face, polling. All offer your customer the possibility of providing feedback to you on their needs which, in turn, gives you the opportunity to craft your offering to fit.
Have you ever considered doing this via social media? Whether you use Twitter polls, invite to Survey Monkey via a tweet, or use something like Thryyve, here are five reasons why asking your customer questions via social is awesome:
1. It’s an additional way to engage
Your audience is familiar with the content you post, the voice you have and what you wish to say to them. Most brands will encourage dialogue by inviting followers to post comments. Community managers will respond to queries. But surveys offer a different way for people to connect and so mixes the method of communicating up a bit. It makes it more interesting for the social contact and increases the chances they’ll respond.
2. It shows you’re listening
Most people on social media like to be heard — that’s the reason most people post. By welcoming feedback via a social channel, you’re showing that you put your customer at the top of your agenda. Most successful products and services are based on things people actually want. It’s great to demonstrate that your organisation gives people this.
3. You can plan for the future
Want to know where the next trend is coming from? Ask those who are going to decide it. Use a targeted contact list who fit your demographic, or build an audience using search products. Find influencers and ask them too. The results you get back can directly feed into your strategy. It could be confirmation that what you were thinking was a great idea, or it can help steer you away from a potential disaster.
4. It’s quick!
Have you ever agreed to take part in a survey, completed ten questions, clicked next to find you’re only 1% of the way through? Despite what the invitation says, you know it’s not going to take ten minutes. Surveys/polls should be quick to complete. If it’s easy to understand why they should complete it, respondents will do so. Quick surveys also generate honest opinions, because no one has time to consider what is the ‘right’ answer.
5. It’s like crowdsourcing a huge pool of talent
Talking to your customers suggests a certain amount of humility, that you don’t know it all. Asking customers (and potential customers) their view is like using an incredible pool of talented people who are living and breathing the circumstance and who may have more experience than you.
By the way, you can apply all of this logic to employee engagement if you so wish, but that’s another post.
Now, of course, not everyone that you invite to participate in any kind of survey is going to respond, but the benefits of demonstrating openness are clear.
With so many channels on which you can connect with your customer, the options have never been greater. It doesn’t have to be complicated — but it does need to be done.