Consumer Engagement is the Key to a Social Commerce Business

Nonversation?  Heard that term before?  In context with a social commerce business?  Hope not.  Simple definition: the opposite of a productive conversation.

Many nonversations transpire at elevators, bus stops, and the like. They also occur during business situations, in which participants do not really listen meaningfully to one another. Not what you want for a world-class social commerce business.

We define social commerce business as the use of social engagement to personalize and energize the shopping experience. It provides a social context to shopping and is both a channel and a way of doing business.

As Warren Buffet has so famously said, “When the tide goes out, you see who’s not wearing a bathing suit.”  Well, the tide has certainly gone out and there are a lot of naked companies around.  Many of the failed companies will insist that they had been the victims of a “perfect storm.”

However, in the years to come, it will become apparent that some companies have actually used the crises to gain market share, increase employee loyalty and enhance profitability while their competitors were crumbling.

So how do we propose to build a world-class social commerce business? Here are 10 ways we recommend to our clients:

It starts with great employees

Employees are your service. Hire for their friendly, caring attitude and train for skills and knowledge. Empower them to be customer advocates.

Make social the centerpiece

Socialize your business. People do business with people, so make it personal. Customers should want to do business with you because of you and your employees. Make your customers “feel at home.” You may have a great location, cool displays, great value, etc.

That’s all great, but if your people can’t make your customers feel welcome and appreciated, all of the other doesn’t matter so much.

Share all great service stories

As soon as possible with all of your team. Celebrate the smallest of successes.

Show common courtesy

All the time. This leads to customer respect, which leads to conversation and the building of relationships and mutual trust.

Care for customers

Assume you are the company owner. Not all owners or executives make great leaders, but the ones that are should be emulated. Watch how they take pride in how they deal with customers and employees, and then follow their lead.

Analyze when things go right.

When a company receives a complaint people usually have discussions to find out what went wrong and how to prevent it from happening again. Next time you receive a letter of praise, meet to find out what went right and how it can be repeated.

All the time.

Amazing companies don’t always deliver “Wow!” type experiences, they are just better than average – all of the time. All of the time is the secret sauce.

Attention to details

 Sometimes it’s the little things that make the biggest impact. Figure out the details that your customers enjoy and make them a routine part of doing business with you.

Be vigilant … always listening and learning. Try and remember things customers tell you and then show them you listened. Trying new ideas. Put your social commerce business in motion by being adaptable.

Customer experience

 One sure way to erode loyalty and social commerce is to deliver an inconsistent customer service experience. One time it’s great. The next time it is barely average.

And, the next time it may be great again. Inconsistency creates uncertainty and erodes customer confidence and trust. Lack of confidence and trust leads to giving customers a reason to consider your competition.

Create a customer service culture

It starts by practicing what we call, “The Employee Golden Rule”: Treat your employees the way you want the customer treated – maybe even better.

Now it’s up to you. Choose one customer service strategy to start with. Have a meeting around it. Discuss how to implement it. Then, do it and repeat the process, creating something good for your customers to talk about! Soon you will have a much stronger social commerce business.

Please share a social commerce business experience with us.

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