Customer engagement success is not based on the number of ‘Likes’
on a Facebook page. The ‘Like’ on a Facebook page may be for the photo or text
displayed not for actual endorsement of products and services. Far better proofs
of customer engagement are reviews and testimonials.
For companies to succeed at customer engagement, they need
to provide customers with products and services so good that the customers feel
the need to leave positive feedback. And when the feedback is provided, the companies
should show gratitude for it. In addition, companies should provide tips on how
to use their products and services to meet the obvious needs and perhaps some tips
on solutions for needs that may be less obvious.
Regardless of the number of ‘Likes’ on a Facebook page, the amount of profit in the company bank account is a better proof success than a ‘Thumbs Up’ sign. Whether I like it or not, Facebook activity is not synonymous with customer engagement.
I completely agree with your point that profit is a better measure of success than Facebook likes. But aside from social media sites such as Yelp where the whole point is to review services, most people are only motivated to publicly engage when they feel they have been wronged or when they think it will earn them some reward such as free product. Satisfied users typically only respond by purchasing the product or service again. This leaves companies trying to gain positive engagement with less than ideal methods, such as Facebook likes, to help battle the negativity.
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