How Important is Responsiveness on Social Media for Millennials’ Loyalty?
In a survey, 66% of millennials admitted that their loyalty is dependent on the speeds at which brands respond to them. Further, 72% of respondents aged 18-34 offered that they were likely to be loyal to a brand that responds to them.
Further, 43% would prefer to do business with a company with an online presence. In contrast, only 19% would have a high level of trust in a company with no social media accounts. Find out how important responsiveness is for millennials.
How Important is Responsiveness on Social Media?
Millennials hold about $200 billion in purchasing power each year. For companies, this is the potential for their sales portfolios. Here is why your responsiveness is crucial to your business.
1. It helps you connect on a human level
A social media interaction is incomparable to a billboard or a TV ad. With the latter, you get what is provided for the masses.
With a social media interaction, you respond to a direct question or comment from a customer. On the customer’s end, a human connection forms. This becomes the basis of a loyal, long term relationship with your brand.
2. It’s a differentiator
In a business environment with stiff competition and similar marketing tactics aimed at the same customer base, responsiveness becomes a differentiator. It helps a brand build rich relationships with its customer base, and in turn garner more sales.
This is the sharing generation, and your customers are likely to click the share button for your products. This increases your brand visibility and awareness as well.
3. Social listening
Responsiveness encourages more conversation. The exchanges via social media give you constant feedback that you can use to improve your product. Besides, paying attention to these conversations can make you aware of any negative undercurrents long before they enter the public domain. Social listening is important as it gives you a chance to make things right and prevent a potential blow to your reputation.
4. Elements of a culture of responsiveness
A culture of responsiveness is essential to any organization. While this is an area that allows much creativity, here are a few ways to leverage responsiveness for positive gains to your bottom line.
Speed is critical a factor in assessing responsiveness. Millennials love to do things themselves and at their convenience. For your brand, this means availing platforms that support this option. Some suggestions are:
Have an exhaustive FAQ section on your website.
Develop informative DIY tutorials and demo videos.
Have a brand community where they can converge, ask questions and get answers from each other. This saves only the more complex issues for the customer care team to handle.
In fact, 69% of this generation feel good about themselves and a brand when they can solve problems by themselves. Meet them halfway by putting systems in place that support self-service.
When it’s imperative for them to talk to you directly, again, have several platforms aside from making phone calls. As many as 80% of respondents on a study considered a call to customer care as an inconvenience.
Therefore, avail email, live chat, chat boxes, Facebook and Facebook Messenger, Snapchat and Twitter.
Aside from availing multiple communication channels, respond to any questions and comments within the shortest timeframes possible. Indeed, your speed is crucial; 25% of Millennials want feedback within 10 minutes after reaching out to a company on social media. Further, they prefer text messaging over phone calls.
What this says is that to demonstrate responsiveness, a company needs to have strict response timelines for each query. This also includes a mobile-friendly website for live chat and chat box. With the Google mobile first indexing, making your site mobile friendly is no longer an option but a necessity.
Request regular feedback from your customers on various channels. This positions you as a brand that cares and that is constantly willing to adopt and align itself to accommodate its customers’ needs better.
This is a form of responsiveness to your customer’s need that is likely to win their loyalty. Remember, not all reviews will be positive. Regardless of whether a review is positive or negative, ensure to respond and offer solutions. Also worth mentioning is to keep your social media posts helpful and actionable rather than overly promotional.
This is another aspect that impresses the digital generation. A brand that knows you and has some information about you is more endearing than a brand which sees you as “customer x” at each interaction.
For companies, smart CRM and customer experience analytics can help you know your customer better, and therefore personalize their experiences and interactions with yourself. The result will include stellar reviews, loyalty, and recommendations to new customers.
This includes personalized messages and ads on their social media that relate to their specific interest and needs.
Transparency and responsiveness to national/ community issues
This generation will lean more towards brands that show their human side. This means being transparent enough to show vulnerability. As a brand, admitting wrongdoing or shortcomings is one way. Are there negative reviews on your page? Accept culpability, apologize and offer an acceptable solution. For one, a company without this human element seems too “staged.” Vulnerability, on the other hand, builds trust.
Involve yourself in national/communal issues. Demonstrate your participation by using your social media platforms to discuss these issues.
Besides, the desire to give back is a trait of this generation and humanizes your brand. Find out which customer service responsiveness activities you can align and genuinely offer to your customers.
Your organization can easily embody a responsive culture without requiring much of a budget after communication channels are in place. Giving control and letting a customer feel heard will have an astounding impact on your bottom line.