Are you one of those sites who open a chat window when a prospective shopper lands on your site? Do you save cookies from your shopper’s movements within the site?

Find opportunities

Help customers as much as you can. You will be rewarded. But remember that there’s a fine line between helpful and creepy. So, don’t overdo brand engagement. Have a Twitter account to address issues raised online. So, if a user tweets that he has had a bad experience with your product, get a customer service representative address the issue and make the user understand that he is being attended to.

Engage customers online and offline

By all means, be active on Social media. It matters a lot. But try to balance what’s seen by all of a person’s friends and followers with one-to-one interaction. If someone complains about your product on Twitter, respond to him publicly so that others who see the complainant’s claim also see your response. They understand that the organization cares enough.

This serves another purpose. Other users of your product facing similar issues know that they can find help.

Provide specialized training.

Encourage all your employees to be brand ambassadors on social networks. If it’s a small organisation, ask your employees to share news about your development on their Social Media Accounts. Ask them to engage in conversation about these threads.  But before they do all that, it’s important to train them on what to say and what not to say on social media. What goes on the internet stays there forever. And when sticky issues come up, specific employees trained to handle these issues must handle them.

Do not under estimate the influence of users

If people have an issue with your product, you need to address it. But pay extra attention to people with wide influence. If you sell kitchen products, you need to make sure chefs and home cooks, food bloggers of repute and other such star users are not dissing your product. If they tweet something about your product, address the issue at once. Top priority! A bank prioritises its top investors over everyone else. Work similarly.  Typically, influencers have great franchise and can make or break products with their blogs, social media accounts and such.

Take advantage of data.

Engaging, interacting and dealing with customers generates a lot of data. Big Data. And this is extremely important. Analysis of this data gives you a fair idea of what frequent problems arise when customers sue your products. Try to avoid these problems. Start with the production arena and see if your future products can overcome issues.  Oft repeated mistakes from the customer side should be given a lot of focus.  Encourage customers to give feedback. It helps you in the long run.