Visit a website such as Amazon or Barnes and Noble and locate three recent books

Question

Visit a website such as Amazon or Barnes and Noble and locate three recent books that discuss the effects of social media on customer loyalty and retention. Prepare a one-page report summarizing three pieces of key information from each book. Often the websites have a section for each book that gives an Overview or Editorial Reviews of the book that will provide the information you need.   (Exceptional Customer Service: Online Research Activity Project 3.2 pg. 53 in text)

Remember, your writing must be college level, including grammar, spelling, punctuation and syntax. Important, please proofread for comprehension before submitting.

Visit a website such as Amazon or Barnes and Noble and locate three recent books that discuss the effects of social media on customer loyalty and retention. Prepare a one-page report summarizing three pieces of key information from each book. Often the websites have a section for each book that gives an Overview or Editorial Reviews of the book that will provide the information you need.   (Exceptional Customer Service: Online Research Activity Project 3.2 pg. 53 in text)

Remember, your writing must be college level, including grammar, spelling, punctuation and syntax. Important, please proofread for comprehension before submitting.

Explanation / Answer

Effects of social media on customer loyalty and retention

Social media, today, has become a major form of many company’s marketing channels and being used by many current and potential customers it has made a big impact on customer’s loyalty towards a brand and consequently retention of those customers.

It has become very common for users to base their buying choices on the content they interact with on social media. Content on social media regarding a brand not only helps the company make the current customer a feeling of belonging but also that particular customer can help get more people in their circle to engage with the company. Many social media engagement practices include taking feedback from their current customers. This feedback can be in the form of a survey, like/dislike or simple text feedback. This helps make the customer feel valued and their importance to a company.

Many web based service providers have now introduced a form of social media communication wherein there are customer support executives interacting with customers on a one to one basis to solve their queries or just have a conversation.

On social media, specifically on Facebook/twitter/LinkedIn, etc., where the number of users is quite high the companies have started to engage using “comments” on pictures and videos.

In the market situation where using AI and big data analytics, a lot of resources been allotted for market research have been minimized. It’s a great channel for customer retention as it gives companies a straight channel to interact with customers and make them feel valued. But, sometimes, social media may also play a disadvantage for companies. Now, if a single customer stops using a brand for some reason, then the customers in his/her social media circle come under a threat of being lost as well.

Therefore, social media is a tool which should be judiciously used. If properly implemented, it can highly reduce the more expensive marketing resources being applied to this purpose and maintain loyalty of customers.    

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