Customer experience is such a big topic it helps to break it down. So many things can affect it, so we’re taking each piece and examining it with experts.
I’ve written here a few times about how customer experience is hard to contain. While some companies try to define it as well as they can, typically it bleeds into most other areas. You can’t tackle your marketing strategy, or your social media standards, or your hiring practices without inadvertently (or darn-well explicitly) having an impact on the experience of your customers.
Recently, I had the chance to co-host a webinar with Barbara Rozgonyi, of Wired PR Works, and one of the authors of Success Secrets of Social Media Marketing Superstars, about how the ways organizations and employees use LinkedIn could affect the Customer Experience.
Why LinkedIn? Because it’s used by just about everyone and the new features are offering ways to connect with organizations not seen before.
It was a great conversation and we received some outstanding questions from the participants. Here are some of the ways we discussed LinkedIn and Customer Experience.
Consider the many ways LinkedIn provides exposure to prospective customers, job seekers, employees, and current customers:
- PROFILES – Take a look at how your company is represented via employee profiles. If your branding is off, you’ll be able to see it here.
- GROUPS – Check out the variety of groups on LinkedIn. Many represent former or current employees. Some are industry-based, where your organization may be represented. Is it the right way?
- ANSWERS – Answers within LinkedIn are like a mini-Quora. Take into account what showcasing your expertise says about you, your brand, and ultimately the experience you provide for clients and customers. (Barbara wrote a great piece on the Top 10 Ways to Become a Subject Matter Expert a few years ago. Many of the same rules apply!)
- COMPANY PAGES – LinkedIn has made these more robust than ever, meaning you can customize and showcase what is important about your brand. Consider also the way connections may choose to follow these pages. News, job postings, new hires are all aggregated here. This means if the left hand doesn’t know what the right hand is doing within your organization, it’s pretty easy to find out here.
- JOBS – Probably what LinkedIn is known for, the job postings reflect a culture of your organization. If the description doesn’t match reality, you are already making promises you might not be able to keep.
Truly, this was the tip of the iceberg in considering how LinkedIn – a small piece of your social media strategy – could affect your overall customer experience. I’m sure you can think of many other ways.
Thanks to Barbara Rozgonyi for sharing her knowledge! (Shameless plug: Barbara and I are board members for the Chicago chapter of the Social Media Club. Join us for our next event on Search & Social on Monday, June 27th!)
Next up in the webinar series is Customer Experience And…Search. (See a trend!?) The rules are changing every day and search is often the “front door” of your online experience. I’m honored to be co-hosting with Sean McGinnis, search expert and experimenter! We’ll tackle how the everchanging landscape of search and social have a direct line into your customer experience. Hope you can join us this Thursday at noon Central: Register!
Photo Credit: Danard Vincente