3 (Crisis-Proof) Tips for Healthy Customer Relationships
Facing the current storm of one crisis after the next has been quite a challenge for company’s worldwide.
We are being jolted into action by the need to deliver value when our customers need it the most.
2021 is about adapting with the people you serve, not against them. If you don’t, there will be plenty of time to reflect once your brand reputations crumble.
Emotions are high, and brand trust is as fragile as ever. So, how can businesses best interact online and effectively manage their customer relationships?
1. Put Your Customers First
Your brand exists in a vibrant digital world. Customers are smarter than ever and will form quick opinions about your brand based on your online presence.
By being customer-focused, you can understand who your customers truly are and what they care about.
This allows you to deliver the high standard of content and messaging they expect from your business during sensitive times.
Take the #BlackLivesMatter movement as an example. Most big brands were quick to respond and shift their entire campaigns to be more racially inclusive.
In comparison, the brands that continued posting, as usual, came off as being insensitive. They lost the trust of certain followers in the process, or we completely cancelled.
2. Develop a Customer Relationships Management (CRM) Plan
Your brand interacts with customers on multiple online platforms.
Developing a solid CRM plan helps you answer key questions like:
- When should you answer comments, reviews and mentions?
- Who in your team will lead this task?
- How quickly must you respond?
- What tone of voice will you use?
- How transparent will you be online?
A clear plan of action will save you valuable time and energy in the long run. More importantly, it will ensure that everyone plays their role to keep customer relationships alive and healthy.
We use our custom CRM database as a ‘client diary’. It gives us regular reminders on who to follow up with, where the conversation left off, and where they’re at in the customer lifecycle.
3. Select and Set Up a Monitoring Tool
You could manually track all your interactions, but investing in online monitoring tools will automate the process.
There are platforms that can help you track, group and reply to all mentions of your company on each platform.
Check out tools like Hootsuite and Buffer for complete social media management.
You can also go for more specialised monitoring solutions like Awario and Brandwatch.
There is a lot that goes into building and maintaining strong customer relationships. Still, with the right tools and strategies in motion, you are well on your way to tackling Customer Relationship Management (and any crisis) like a pro!
How have you been managing your online reputation? Let me at know at [email protected]
Sources: Search Engine Watch