The needs of an entrepreneur
“Customer satisfaction reflects the expectations…” – Scott SmithSocial media is present in many people’s lives; the impression you make directs people’s attention and forms their preconceptions. You manage customer expectations by being relevant to your user’s personality, and the context that she is in. Users’ activity in social media happens before, during and after the actual customer experience. To be able to engage, you to need to be convenient for users at every stage. By continually communicating with customers, they in turn communicate with their network around the world. How do you influence customers to listen to word-of-mouth? When experiences surpass customers’ expectations, they feel compelled to talk about them. A great experience, including media experiences, urges people to share with others. It’s important that the service is relevant, unique and of high quality. You increase the likelihood of word of mouth when you build a community of people who are willing to pass on referrals about you. To establish this community, you need to create a presence through publishing your credentials, writing journals and speaking publicly. Customers will like an organization based on the level of trust they have to the person that talked to them about it. To be effective, you need several mouths to tell the same story. Media might ignite communication about a company, but you’re likely to get better recommendations when a customer has experienced your product or service. Word of mouth is something that happens "outside" the realm of what you communicate in your regular advertising. Don’t be tempted to promise in your advertising what you’ve heard through word of mouth, as this will take away your customer’s potential to appear as an expert.