Companies can enhance their customer retention strategies by combining the solicited feedback from their customer survey programs, complaint management systems, and sponsored communities with the unsolicited feedback that is available through social media. Doing this can create the following outcomes:
- Appropriate resource allocation. By relying solely on one type of information the complete picture might not be visible.
- Engage in the right conversations. Social media strategists can gain a clear view of the topics that create customer loyalty and understand how these areas are being discussed. With this information, they can prioritize and engage in the conversations that will strengthen their relationships with customers.
- Measure the ROI. Social media strategists continue to be challenged with demonstrating the ROI of their initiatives. Through the solicited feedback, companies can identify if their social media strategy is paying off.