We’ve already established that social capital plays a crucial role in your business, just like financial and human capital does. But how exactly does social capital tie into the customer experience? And how can you as a marketer, incorporate social capital into your marketing efforts?
The Relationship Between Social Capital and The Customer Experience
Customers are the priority of any business. By simply keeping them happy and satisfied with the products and/or services you are offering them, you can guarantee their loyalty, support, and recommendation.
But keeping your customers happy is not a simple task. You need to ensure that there is harmony across your business, in order to ensure a consistent customer experience. That’s where social capital comes in.
Social capital provides the quality relationships needed to ensure excellent customer experience is delivered each and every time. Not only does your social capital ensure the growth of your business, it allows you to expand your connections, in turn creating more social capital.
Here are just a few ways social capital can be integrated to improve the customer experience:
1. Use your social capital i.e.; your team, online communities, interest groups, business partners, to solve difficult problems in your business. For example, if you are stuck between using inbound marketing or outbound marketing for your next campaign, field the question to your team and online communities and use the suggestions to direct your campaign.
2. Align the voice of your business (amongst your team/employees) so that your customers can receive a uniform marketing experience regardless of which channel they are accessing your product or service from.
3. Pay attention to what your customers are saying online, engage with them, and learn about what they want from your brand. Once youâ€™ve done this, you can create a personalized marketing approach that caters specifically to their desires. One of our goals at Sivo Insights is to provide our customers with a differentiating experience. There’s nothing appealing about treating your customers like faceless money-machines with no personality, needs, wants, or goals.
4. Use your connections to promote your content, products, and services. For example, if you are releasing a new E-book, have other influencers in your niche share pieces of content that pertain to your upcoming release, and give them an incentive to put your product in front of their audience. The incentive could be as simple as promoting their product when the time comes.
Once you understand how to harness the power of social capital and direct it towards the purpose of marketing your business and enhancing the customer experience, growth is only inevitable.