New research reveals most retailers are not successfully executing their social media strategies. About 81% of retailers use social media to engage with customers acknowledge indicate their processes need improvement.
According to the BRP SPECIAL REPORT: Enhancing Customer Engagement Through Social Media, social media provides retailers with unprecedented visibility into their customer base. It provides a venue where retailers can directly communicate with their customers and it can be an extremely powerful tool for collecting and using customer insights to improve planning decisions.
BRP notes retailers can understand who the customer is, what she wants, when and where she wants it, and even why she wants it based on social media postings and feedback.
This Special Report provides insight into BRP’s 2016 Customer Experience/Unified Commerce Survey and highlights the social media opportunities and challenges facing leading retailers today.
The report identifies five key areas where retailers should utilize social media to improve the customer journey:
Experience – 69% of retailers see opportunities to utilize social media to enhance the customer experience
Interaction – 75% of retailers support customer interaction via social media
Endorsement – 59% of retailers plan to utilize brand advocacy/ social media endorsement as a source for identifying their most valuable customers within three years
Satisfaction – 59% of retailers utilize social media comments as a means of measuring customer satisfaction
Insight – 60% of retailers capture customer feedback and insights from social media and online comments
The 2016 Customer Experience/Unified Commerce Survey sponsors are Aptos (platinum), Experian Data Quality (gold), Fujitsu (gold), Manhattan Associates (gold), NCR (gold), PCMS (gold), Radial (gold), and Enactor (silver).
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