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2 Cultures Your Company Needs to Thrive

November 5, 2010 | By | No Comments

We’ve said it before. It’s not enough to simply create a corporate Facebook page or send out an occasional tweet. In fact, social media success may be rooted in something far deeper: corporate culture. Has your brand adopted these profit-building cultures?

A culture of listening

Nearly 60% of respondents in the Harris Interactive survey (as reviewed on Valeria Maltoni’s blog) said that if they posted a comment on a social site, like Facebook, they wanted the company to respond. Of those, 42% wanted a response within a day, while 39% wanted a response within a week.

Are you listening? Sure you might have the brand customer service team monitor the corporate Twitter account, but are you tapped into your brand’s complete web presence? If you’re a beauty company, are you monitoring cosmetic and skin care review sites like smartskincare.com? If you’re a medical office, are you tapped into RateMDs.com? The truth is you can’t begin to meaningfully interact with customers unless you create a culture of listening—one that hears the whispers as well as the buzz.

A culture focused on the customer

Valeria, in her review of the Harris survey, concludes that building a customer service culture is one of the most important things a company can do to boost customer advocacy. In fact, according to Pam Baker on CRM Buyer, some firms are adding a new acronym to their corporate-speak: C.A.R.E, Customers Are the Revenue Engine.

The Harris study suggests that customer-oriented strategies work. More than 90% of participants reported they would return to a company after a negative experience if they received a correction/apology or a discount, etc. What’s more, 40% purchased a competitor’s product because of a customer-friendly reputation.

So what does that mean for you? Pam’s article notes one way to create a customer-centered culture is to implement policies and guidelines that provide a consistent and professional experience. Remember to coordinate those policies and guidelines, too, so the Twitter team is reacting to an unsatisfied customer the same way as, for example, the in-store customer service team.

When it’s time to find the technology and expertise that will support your social media goals, contact the team at Social Strategy1.

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