What exactly is customer value? Customer value is the satisfaction a customer feels after making a purchase for goods or services relative to what he or she must give up to receive them For example, money
There are two types of customer value Desired value and perceived value Desired value is what the customer would like to have gained from the purchase experience, whereas perceived value is the benefit the customers believe they have obtained from a product post-purchase A brand uses social media to create customer value is PEEL PEEL is a brand established in 2012 that sells minimalist styled phone accessories such as casings and phone chargers
At PEEL they strongly believe in producing super-thin and minimalist products that are of high quality PEEL uses different forms of social media platforms to advertise their products and to spread brand awareness Such platforms include Facebook, Instagram, Google Ads, and Pinterest Differentiators are essentially important as it is what sets the company apart from other brands and attract customers PEEL knows that and they strongly emphasize on their differentiating factor which is to create minimalist products that are functional yet stylish
Unlike other brands, PEEL phone cases are remarkably thin and that is their key selling point By promoting this differentiator on social media, it allows customers to know the main feature of PEEL's product and helps create a desired value for it The brand image can be reflected from their Instagram page where they keep it clean and neat, with a very minimalist theme Instagram is one of the most commonly used and updated platform by PEEL aside from Facebook Their page is updated on a frequency of one to two days on average
They too reply to comments, feedbacks, and private messages relatively quickly, I took it to the test and tried messaging them on Facebook, which PEEL replied within one working day PEEL provides excellent social customer care by being responsive in comments and feedback given by their customers This in turn translates to customer satisfaction Often, consumers are likely to turn to competitor brands if they are left ignored by brands on social media platforms PEEL provides great follow-up service and provide customers with help needed even after the purchase, adding to customer value as customers would definitely think that the service provided was worth their money alongside the product they purchased
Not only that, PEEL engages their customers by providing them a chance to be featured on their Instagram page Customers simply have to post a picture of their purchased PEEL product on their own Instagram page and tag PEEL on the post itself to stand a chance PEEL also involves their customers in their marketing strategy by providing them referral discounts Not only does this help to spread the brand's name out there, garnering more brand awareness, it also helps customers save more on the next purchase Of course, with great customer value comes happy customers with positive feedbacks across all platforms
As you can see, many of these reviews are customers extremely happy with the PEEL products and are complimenting the selling features of PEEL, which is their differentiator mentioned earlier This is so because customers' desired value were managed pre-purchase Customers knew what they were getting even before purchasing the item due to advertisements on social media and detailed description provided by PEEL One of the reviews even said that that PEEL provided another case at no cost when the customer was unhappy with the color of the first case that he bought This shows PEEL engages with the customers really closely and manages the expectations even after the transaction
Being an exclusively online business PEEL has successfully used social media as part of their marketing to create customer value
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