How New Beauty Brands Leverage Social to Stand Out

If you’re interested in the CX strategies behind the most successful new beauty brands, you can learn more in our whitepaper.

There is no denying that the success of new beauty is due in part to the complete saturation of social media in how we discover and learn about new products in our daily lives. Influencers, style mavens, celebrities, and industry insiders are constantly competing for your attention as they talk up the virtues of the latest products on YouTube, Instagram, Snapchat, Twitter, and anywhere else.

And it works. A Facebook IQ report from 2016 found that 53% of beauty purchases are influenced by what beauty experts share on social, while 44% are influenced by the brand’s posts.

With such a large amount of purchases being influenced by highly-visual social media, new beauty brands are taking advantage of this trend by focusing on beautiful products and packaging. “It’s such a saturated market, and packaging designs today are so beautiful,” says Glow Recipe C-Founder Jennifer Lee in a piece with Glossy. “Everything is screaming for attention and you definitely need a point of difference.”

To catch more eyes, beauty subscription brand Birchbox redesigned their shippers to a soothing Millennial pink, designating each customer’s name with a sobriquet such as “The Tenacious….” or “The Clever….” to further personalize the experience—and dramatically increased the number of customers posting their boxes on social.

New beauty brands know that an Instagram post is worth a thousand words, and succeed at taking every opportunity to get influencers and regular customers to talk about and share their brand with the world.

As more and more customers interact with beauty brands first or primarily on digital, it’s crucial that your agents are trained to act like sales associates and beauty consultants whenever customers interact with them. If your brand lives on digital, your agents are your sales associates. Glossier’s agents are on-hand to consult with customers over chat or phone wherever they are in the purchase process. Knowledgeable agents, empowered by responsive technology and a single view of the customer, can go a long way towards influencing purchases and building loyalty with your brand.

Here are some of our favorite beauty brands to follow for social inspiration:

Birchbox (@birchbox): Custom beauty sample subscription box.
Boxycharm (@boxycharm): Subscription box with awesome full-size products.
Fenty Beauty (@fentybeauty): Rihanna’s next generation of inclusive beauty.
Glossier (@glossier): The DTC beauty brand to beat.
Soko Glam (@sokoglam): Your trusted source for Korean beauty.

Read more about New Beauty in our whitepaper: How New Beauty Brands Disrupt the Industry.

Where are CX Leaders Investing Their Budgets to Reach Millennials?

In NGCX’s latest Benchmark Report, decision makers at the top of their customer experience organization shared their projections for the year to come—specifically, how they’re planning to reach Millennial customers.

Analyzing the results, it’s clear that most are choosing to invest in different forms of technology to reach the soon-to-be largest generation in the workforce. 30% of those polled ranked mobile as their #1 priority for their budget plans this year, and 21% ranked social media at the top. This is a natural move, as Millennials are the most mobile-empowered and social-connected generation in history (though Generation Z may very well top them).

24% named social as their #2 priority as well, so clearly it is a channel that is delivering on investment for reaching and influencing Millennial buyers. It’s yet to be seen which specific social platforms are carrying the weight of this investment—whether it’s newer channels like Twitch and Snapchat, or the still reliable Facebook, LinkedIn, Twitter, and Instagram. Also, it would be interesting to break down how this budget is being spent—is the majority going towards creating content for each platform, or distributing messages via paid advertising on each?

Interestingly, 22% put down their in-store experience as their #1 priority, but 52% also named it as their lowest priority. What might be causing this discrepancy? Is it based on industry or business model—perhaps half of the respondents don’t have physical storefronts—or does this denote a split in strategy, with almost a quarter of organization prioritizing the physical retail experience while others are looking to bolster their digital presence first. 14% did note that their in-store experiences were not effective at all, so that is definitely contributing to the high number of respondents who aren’t making it a priority.

How do these investments fit into the larger picture? When asked if they have a strategy in place that is specifically engineered for boosting Millennial customer satisfaction/retention, these were the results:

The majority of CX experts are targeting Millennials, but only a third are making it a top priority. If you can figure out how to effectively target Millennials across channels, you’ll have a distinct advantage. 34% of the organizations that responded to the survey are not or cannot target and prioritize their experience for Millennials—whether that’s due to the nature of their business, or the limitation of their platforms, it might well hold them back as Millennial purchasing power increases. If you can understand the full history of every customer within your experience management platform, then you can tailor your interactions and service based on any persona—whether they’re Millennials, VIPs, first-time users, or any other segment you want to reach—so that you can become more relevant and increase their lifetime value. This should be a priority for every business, no matter the audience.

To learn more about the latest trends in the CX space, download the full benchmark report.

Product Updates: We move fast so you can move faster.

It’s been a busy month! Our engineering team has been working long hours to add new features and make your requests happen. Here are the highlights of what we’ve launched, in case you missed any.

Exciting New Features

Facebook Messenger

Facebook Messenger, one of our most requested channels, was launched this past month. When customers contact you using Facebook Messenger, now you can respond to them in Kustomer. You’ll get the full view of your customer whether she is contacting you through Facebook Messenger, text, chat, or phone.

Any way you choose to use the new Facebook Messenger channel in Kustomer, we hope you’ll appreciate the added power, flexibility, and speed in allowing you to answer messages from a platform where more than a billion people spend many waking hours.

The channel is available to all Kustomer users, on any plan.

Check out our blog post to learn more.

Collaborators

We launched Collaborators: a new type of free user that lets anyone in your company review customer questions and deliver high quality support. Collaborators are users from other teams outside of support that can view conversations, customer history, and searches. These users can help you solve customer questions with internal notes and @mentions, see customer feedback and more.

Whether these internal users want to stay informed about individual customers or learn more about your business operations, they can view and research any customer of interest. Collaborators can help support teams respond quickly and flexibly to complex customer requests, solve issues faster, and surface common issues with the rest of the company.

Collaborators are included in the Enterprise Plan.

Check out our blog post to learn more.

Autopilot

Autopilot saves your team members time by loading the next customer in your active search automatically when you finish or snooze a conversation. Customers that are already being helped are skipped, to ensure your team doesn’t collide with each other.

Autopilot is included in the Enterprise Plan.

Messaging Improvements

Bulk Outbound Messaging

We launched Bulk Outbound Messaging, one of our most requested features. Now you can message a group of customers using email or text with a standard or mass-customized message. Personalizing any message is important, so you can also use dynamic text fields like your customer’s first name.

For example, use Bulk Outbound Messaging to let all customers who ordered in the past week know they have been upgraded to 2 day shipping.

Timeline Improvements

Merge Customers

You can now combine customer profiles and quickly clean up duplicate customers. Before confirming the merge, you can review inherited information such as conversations, email, phone numbers, etc.

For example, if you have a customer that contacts you for the first time via text message and then later separately sends you an email, you can simply merge the two customers into one profile, while retaining the full customer history.

Move Conversations

Your team can now move a conversation with everything in it (notes, @mentions, etc) to a different customer’s timeline. If you make a mistake, no worries! It’s easy to move the conversation right back to the original customer’s timeline.

For example, you can move a conversation that a team member forwarded into Kustomer to the original customer’s timeline.

Timeline Map

With the new Timeline Map, you can see and move seamlessly through your customer’s timeline. Use Timeline Map to quickly scan your customer’s history of interactions with you, hover over an item to get specific details like an order number or conversation date, and even navigate to that item in the timeline with a click.

For example, you can quickly find and navigate to a specific order in the timeline to get specific details for your customer, saving you time from scrolling through a long customer history.

Search Improvements

We’ve spent time this past month enhancing Search to save teams time and help them be more productive. When you first click into search, you will see your recently viewed customers. And now, when you start typing in the search bar for a specific customer, the search transforms as you type to quickly filter results.

Change Columns

Additionally, we added the capability to customize the columns in your search view and include columns for custom attributes. The Change Columns feature lets you add and remove columns to your search view for conversations and customers. Your column preferences are saved locally.

For example, you can search for all customers within your loyalty program and add the column with the loyalty program custom attribute (1-gold, 2-silver, 3-bronze) to sort by value and send different messages to each group.

The Next Big Feature

We’re listening to you! Email us at support@kustomer.com with any ideas or requests.

Facebook Messenger Support In Kustomer

When we launched recently, many customers requested Facebook Messenger as our next channel. No surprise that it’s important to brands: consumers are exchanging more than 1 billion messages with businesses on Facebook each month and 53% of people said that they are more likely to shop with a business they can message directly.

We’re excited to announce that now support teams can use Kustomer to communicate with your customers via Facebook Messenger.

What does the Facebook Messenger channel let me do?

When your customers directly message your brand via your Facebook pages, you will receive the message and a notification in Kustomer. You can reply directly from Kustomer, with emojis and attachments. All your branded pages can connect to a single Kustomer site and be easily managed via searches.

So, now when your customer direct messages you on Facebook after making a purchase, you’ll know who she is, what she bought, and when. You’ll have all the information you need on the customer timeline so you can immediately get to helping her.

Kustomer helps you respond to messages and support your customers across all your brands from a single place. You’ll get the full view of your customer whether she is contacting you through Facebook Messenger, text, chat, or phone.

What’s the fine print?

No fine print. The Facebook Messenger channel is available to all Kustomer users, on any plan, today.

By connecting your Facebook pages to Kustomer, you also get the same detailed reporting you get from other channels. This means you can set up a search to see customers who have contacted you through Facebook, you can check the sentiment of those customers, and you can even set up customized workflows for customers reaching out through Facebook.

Any way you choose to use the new Facebook Messenger channel in Kustomer, we hope you’ll appreciate the added power, flexibility, and speed in allowing you to answer messages from a platform where more than a billion people spend many waking hours.

Learn more or get started using Facebook Messenger with Kustomer.

 

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