More than three years into the pandemic, we are beginning to see profound changes in consumption and communication habits. One of the most obvious: the way we now relate to brands and companies that interest us. According to recent studies, users spend more than 2 hours a day on average worldwide on social networks, and 4 out of 10 Internet users specifically visit social networks to search for brands and products they are thinking of buying. Furthermore, social media not only connect the two parties, but also enhance the brand’s reputation. In fact, 71% of consumers who have positive experiences with brands on these channels will recommend them to family and friends.

Undoubtedly, these numbers demonstrate the need to think about a strategy for user relations and experiences, and it is in this new scenario that social networks have become more than just a marketing strategy for companies; today they are a fundamental element for bridging the gap between companies, technology, and consumers. We are witnessing a paradigm shift in customer service, and WhatsApp, Twitter, Instagram, Facebook, and other social networks are the channels that people are most accustomed to and feel comfortable using, which is why we help our clients implement an omnichannel strategy incorporating these non-voice channels.

Here are the four pillars to achieve effective management in non-voice channels:

Digital Customer Care: It is essential to have a coordinated service strategy to be able to respond to all the needs of users on different social networks and provide them with answers to their queries as quickly as possible.

Monitoring: Driven by speech analytics technology, it allows us to listen to the voice of the customer, categorize mentions related to the brand to establish response priorities, the most frequent queries, and the most common issues.

Content Moderation: It is necessary to identify and take action on conversations on different networks to prevent inappropriate or illegal content. Helping and supporting customers in moments of crisis, addressing their needs, will improve engagement with the brand.

Content Generation: We not only have to be present to answer queries, but users also expect to receive content tailored to their needs and personalized according to their experience and requirements.
As important as these four pillars is having an implementation strategy that accompanies them: analyzing the consumer profile, having the appropriate training to handle this channel, establishing measurable goals and objectives, and periodically evaluating results.

Finding these improvement opportunities is becoming increasingly necessary to compete in the world of experience management. That’s why many brands continue to devise advanced social media strategies, with a focus on gaining more and improving their service.