Embed social media across customer touchpoints

The best way of growing and embedding social media is to fit it in to your existing processes and customer touchpoints. Rather than social media begin something that is separate to the other ways you engage and interact with customers, it should complement and add to it.

Abercrombie & Fitch get it right. When you pay for your purchases at Abercrombie & Fitch the sales assistants will ask you “Have you checked us out on Facebook?”

There are a few moments at the till when the assistant is usually quiet – the customer is finding their money or waiting for their bank to authorise their credit card. It uses these moments to talk about their social media activity - and in particular a campaign they are currently running on Facebook. And with 1.5 million people liking them on Facebook, they are clearly doing something right.

So if you want to grow and engage more customers in social media the best way is to embed it into your existing processes. You currently have many customer touchpoints so make the most of them. And let social media complement what you already do rather than sitting on its own.

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Embed social media across your customer touchpoints — http://www.torbenrick.eu/t/r/cwg

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About the author

Torben Rick Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement and development and change management. International experience from management positions in Denmark, Germany and Switzerland View full profile

About the author

	Torben Rick
Experienced senior executive, both at a strategic and operational level, with strong track record in developing, driving and managing business improvement and development and change management. International experience from management positions in Denmark, Germany and Switzerland View full profile