Attracting customers via segmentation and targeting techniques shouldn’t stop once you make a purchase. For a service it is important that the service you receive continues all the way through the experience. Social media is an ever-growing platform with unlimited opportunities for businesses to engage with their desired customers before, during and after the service.
“Local Measure” is a organisation that uses social media to help other businesses to interact with their customers. It “filters” through social media to find conversations about a particular business, and allows the business to then engage in these conversations.
Qantas are using Local Measure on social media to enhance their customers’ experiences.
Qantas have recognised that their target customers were part of a segment that through lifestyle choices were highly likely to be using social media during the service Qantas provided. Their customers were using social media to talk to friends, family and share their experiences in real-time. The company saw this as an opportunity to understand their customers better, and to improve their customer service.
Just determining a segment to target isn’t enough to ensure successful business. It is necessary to interact with consumers to properly understand their needs, wants and thoughts. Social media gives a fantastic platform for businesses to understand these factors.
How have you engaged with businesses via social media?