Do your customers think your brand has lost its ‘human touch’?
In a world full of technology that allows people to communicate without ever saying a word, there is a risk that brands can lose their ‘humanlike’ element when interacting with their customers.
Despite all of the forms of digital communications seemingly bringing us all closer together, often those same tools can build a barrier between brand and customer.
Of course, this is not to say that digital communication is the problem, but rather how it’s used.
According to a recent survey, the issue is often people undermining the technology at their disposal, whether it’s through a lack of management focus or confusion over where responsibility lies.
The result is that while technology has the potential to vastly improve customer service, the reality often fails to live up to expectations.
This is true of dedicated customer service apps, but also social media.
When interacting goes bad
Take Twitter as an example. Research has shown that responding to a customer complaint on Twitter can actually exaggerate the issue at hand rather than showing everyone how much you care. It can encourage others to share their complaints publicly, which then results in a flood of negative tweeting.
In contrast, a lack of a social media presence can also be damaging for your brand. Without strong and consistent messaging you miss the chance to counteract any negative stories or sentiments.
Creating and sharing useful and relevant content is great way to make sure you have a voice in relevant conversations and it can also help to humanise your brand. Your content marketing is great way to share more about the real people behind your business, which can counteract the lack of physical contact in our increasingly digital world.
Social media done right: getting creative
If you have great stories to tell your website and your social media channels can be real assets when it comes to making sure more people hear about them. Examples of your brand “being human” are perfect examples.
Some brands have been seen going to extraordinary lengths in response to a unique post or a tweet by a customer in order to show they have still kept their human touch.
Take US restaurant chain, Morton’s Steakhouse, as an example. After a regular customer sent out a cheeky tweet as he boarded a flight, the marketing team jumped right on it and met him at the other end with a steak dinner. The cost involved was nothing compared to the resulting free publicity on Twitter and around the web.
Elaborate gestures like this show not only that the brand is listening to its customers, but also that there are real people behind those slick-looking social media profiles, able to make decisions and do something really cool.