Facebook, Twitter Don't Make Customers Feel Valued

Discussion in 'LoyaltyMatch' started by @LoyaltyMatch, Feb 1, 2011.  |  Print Topic

  1. While marketers have flocked to social platforms like Facebook and Twitter, consumers still don't view them as important ways to engage with a brand, since they don't meet their expectations. Most people still prefer to connect with brands through more traditional methods, such as email, company Web sites or word-of-mouth.

    That's among the key findings from a new report from Razorfish titled "Liminal", based on its own primary research, customer data from a study for Virgin America and social network data compiled by online tracking company Rapleaf on 100,000 consumers. The goal was to look at customer-relationship management more from a consumer's standpoint than a marketer's to understand how people choose to interact with brands.

    Across the board, consumers cited "feeling valued" as the most important element of brand engagement. "This demonstrates that both the hipster who DMs a company on Twitter and a boomer who sends a letter in the mail both ultimately want the same thing. Thus, companies should worry less about building out numerous channels and touchpoints and more about ensuring each customer interaction communicates value," advised Razorfish.

    Source: MediaPost

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