Implementing Social Media has no effect on Loyalty.
Loyalty is achieved over a long-time, building trusty relationships and consistently delivering to expectations – or exceeding them. Expectations are set by the organization in response to customer’s needs, with an eye to what they can do to meet their needs as well. Not providing service through a poor channel, for a specific experience, is better for Loyalty than under-delivering quality interactions. Reducing the quality of an interaction, or not meeting customer’s demands, is a detriment to Loyalty over time. Experiences and channels that don’t add to consistently over-delivering to expectations are discarded in favor of loyalty-building ones.
The “crazy dash” to Social Media has created low-quality interactions.
Not yet understanding what is needed to consistently and effectively deliver high-quality, high-value interactions in social media, led by the relatively newness of it and the lack of integration and tools, makes it a novelty. Novelty is usually lost after the initial shock, leaving in its place an under-supported and poor-performing effort. Twitter is just one example, and I wrote about it, but other channels like Facebook, LinkedIn, MySpace and similar social networking sites suffer from the same problems.
The lack of traditional loyalty-driven brands in these places is telling.
To succeed long-term, and build and increase loyalty, organizations must plan properly how to create a presence in Social Media channels that focuses on building consistent, high-value, quality-driven interactions. As they have done in other channels. Don’t confuse their current state with no interest. They are quietly analyzing and evaluating the best way to approach these channels. As they have always done.
Do you want to use Social Media channels to create Loyalty? Or just be there? Got a Strategy?