Finds retailers must become facebook ‘fans’ to drive better consumer interactions

Finds retailers must become facebook ‘fans’ to drive better consumer interactions

New research from RightNow, launched late last week, has revealed that while consumers are seeking closer, socially enabled interactions with retailers, what they receive is vastly different from what they expect.

The study discovered that 46% of 1,000 consumers polled by GfK NOP have become Facebook ‘fans’ of retailers purely to engage in post purchase activity including: receiving service notifications, hints and tips, and to provide feedback.

Yet, only 4% of consumers who have shopped online in the past year have ever received a service-related interaction with a retailer through a social networking site. The study said these statistics illustrate a significant opportunity for retailers to engage more deeply with consumers via social channels and meet consumer expectations for value-added interactions, such as customer support.

A further example of this misstep between socially enabled post-purchase support is manifest in the 66% of consumers who, having posted something critical on the social web about a service experience with a retailer, were not contacted as a follow up from the company in question.

Lack of feedback, interaction

Asked about where they may share examples of poor service interactions with a retailer, the study respondents pointed to Facebook (both their own page and that of the retailer), Twitter, the retailer’s community, consumer forums and blogging as key channels through which to vent their disappointment. Expectations for a response are high too; 49% expected a response if they posted negative feedback in a community, for Facebook it was 36% and Twitter 32%.

The great news for retailers is that 20% of consumers are Facebook fans of specific retail brands and that 20% of those followed them simply because they love the brand. Again, however, the problem is that only 29% of retail fans have ever had an interaction on Facebook with the brand they follow.

Jason Mittelstaedt, chief marketing officer at RightNow, commented: “Retailers are flocking to Facebook simply to have a presence there. But customers expect more. They expect to have a direct line to an employee who can help them out. Most Facebook pages aren’t set up to provide support, whether pre or post purchase, so loyal customers are slipping through the cracks. That’s a lost opportunity for satisfaction and advocacy, and it’s a public record of interaction failure.

“Retailers must take advantage of the Facebook potential to have direct engagement with their most enthusiastic customers. Consumers are looking for a closer relationship with their favoured brands, by listening and interacting with them you are encouraging their loyalty.”