Is there a relationship between Facebook Like and customer/user relationship? According to a study of Lab42, yes. If in the early stages of life of the Social Network “Like” button was just a way to let friends know what you like, today it has become a powerful tool for companies to monitor the popularity of the brand, and to assess which strategies communication, marketing and CRM to improve the business and the customer experience.
From this point of view, the study of Lab42 highlights some interesting results from the interview made to 1,000 Facebook users, emerges that: 1) 82% considers Facebook the ideal channel to interact with a brand, 2) 75% of respondents believe that Facebook allows a greater connection with the brand, and 3) 69% clicked “Like” because a friend likes the same brand, 4) 50% believe that the Facebook page of a brand is more useful than the website. About CRM, it should be stressed that the study proves that: a) 14% of respondents followed a brand as loyal customer, b) among 73% of respondents who decided not to follow a brand, a part said that one of the causes is the poor Customer Experience c) a majority of respondents would return to follow a brand if it post less comments.