- Brand Ambassadors
The first in a series of discussions for brands to identify the need for ambassadors in their organizations, how to integrate them into their customer service communications and enjoy success through customer engagement.
When we first launched Brand Embassy well over a year ago, we offered a service to supply brands in Central Europe with not just the software to engage their customers, but also the brand ambassadors that would communicate with their customers on the brand’s behalf. At that time both our software and our brand ambassadors were successful parts of our business and we received nothing but praise for both of them.
However we decided that it was not enough to do two things really well, so early this year we changed our business to focus on building the best customer engagement tool that we possibly could and we parted ways with our brand ambassadors, which itself was hard, these were really socially talented people that built and maintained relationships with people, including ourselves, and they were damn good at it.
Who is a Brand Ambassador
Brand ambassadors are the customer facing representatives of your brand online. For some of your customers, your ambassadors will be the people that they interact with the most when it comes to dealing with your brand. They help, serve, assist and co-operate with online communities, your customers of yesterday, today and tomorrow. You trust your ambassadors to behave accordingly, to uphold your brand’s policies and develop the personality of your brand across the social web.
Brand Ambassadors engage with customers wherever there is a need or a clear opportunity to do so. Helping customers with their problems, answering questions or concerns that they have with a brand and reinforcing positive opinions of happy customers. Many brands make the mistake of interrupting users in an online space with the same approach they have had offline, interrupting users to tell them something great about their product or service, seeding messages about their latest campaign while ignoring a large number of customers discussing, complaining or even seeking help from the brand.
Customer retention through intelligent customer care and service is one of the key goals of a brand ambassador. Different brands across different industries will require differing approaches and the needs of their audience will be different across the social web. In this series we will aim to help you identify the need for ambassadors in your brand and how to integrate them into your customer service communications.
We’ve trained a huge number of brand ambassadors in the past and in line with our ongoing goal to improve customer relationships online between brands and their customers over the next few weeks we’ll be sharing and discussing the best practices and strategies for using Brand Embassy to strengthen customer connections and improving overall satisfaction. In this series we will cover subjects from how to identify potential brand ambassadors already in your organisation and getting started with them to internal and external communication and engagement.