The power of social media DMs in your Voice-of-the-Customer strategy
Social media has become a cornerstone of modern communication — not just for social engagement but increasingly as a channel for customer feedback and support. For organizations committed to delivering exceptional user experiences, capturing and analyzing direct messages (DMs) from social media is essential. These interactions offer unfiltered insights into customer pain points, preferences and expectations.
At unitQ, we understand that every customer interaction provides an opportunity to improve your product and customer experience. Through our integration with Sprinklr, unitQ artificial intelligence enables organizations to seamlessly capture social media DMs, offering a 360-degree view of user feedback in real time.
*Learn how unitQ’s advanced learning and generative AI surfaces accurate and granular insights from a growing roster of customer feedback sources.
Let’s explore why including social media DMs in your Voice-of-the-Customer (VoC) strategy is essential and how it can help your organization stay ahead of the competition.
Why customers use social media DMs for support
Frustration with existing support channels: Imagine a customer who’s been trying to resolve a technical issue through traditional customer support without success. Feeling unheard, they turn to social media DMs as a last resort. These DMs often express raw frustration and provide valuable insights into areas where support processes may be falling short. By capturing and analyzing these messages, companies can identify gaps in their support system and take proactive steps to address them.
Lack of awareness of other support options: Many customers are unaware of dedicated support channels like in-app help centers or email options. Instead, they instinctively reach out on platforms where they’re already active. Meeting customers where they are is crucial to ensure their voices are heard.
Natural integration with social media use: As social media becomes a part of everyday life, it’s increasingly natural for users to send a DM for assistance. For example, a customer scrolling through a social feed might see an ad for an app they’re struggling to access and decide to reach out directly via a DM. These messages might include issues like account lockouts, subscription cancellations or feature requests.
Convenience and immediacy: Social media DMs provide an easy, familiar and immediate way for users to communicate their concerns. Whether it’s a glitch in an app, a delayed delivery or a billing issue, the convenience of social media DMs allows customers to voice their feedback in real-time.
Common issues customers report via social media DMs
Here are some of the common problems customers express in their messages:
“I’m locked out of my account and can’t reset my password.”
“I was overcharged for my subscription and need a refund.”
“Your app isn’t working on my device anymore.”
“I ordered a product two weeks ago, and it still hasn’t arrived.”
“How do I cancel my subscription? I can’t find the option in your app.”
Each of these interactions is a goldmine of actionable insights that organizations can use to refine their product offerings, improve customer support and enhance overall user satisfaction.
How unitQ helps organizations harness the power of social media DMs
Through our Sprinklr integration, unitQ ensures that feedback from social media DMs is captured, categorized and analyzed alongside your organization’s other feedback channels. Here’s how this adds business value:
Unified feedback stream: With unitQ, social media DMs are no longer siloed. They’re integrated into a unified feedback ecosystem, giving you a complete picture of the customer experience.
Real-time insights: Social media DMs often highlight urgent issues that require immediate attention. unitQ’s real-time analytics ensure that your teams are always informed and ready to act.
Prioritization of critical issues: By categorizing and quantifying feedback, unitQ helps organizations prioritize the most impactful issues — whether they originate from social media, app reviews, surveys or other channels.
Proactive problem solving: Social media DMs frequently reveal trends in user behavior or recurring issues that might otherwise go unnoticed. unitQ enables you to address these proactively before they escalate.
Social media DMs: A crucial feedback source
Including social media DMs in your VoC strategy isn’t just about resolving individual customer complaints. It’s about leveraging this feedback to make data-driven decisions that improve your product, optimize support processes and ultimately delight your customers.
At unitQ, we’re committed to helping organizations listen to the voice of the customer, no matter where it’s coming from. By integrating social media DMs into your feedback strategy, you’re taking a critical step toward building a more customer-centric and agile organization.
About unitQ
unitQ revolutionizes how product builders, engineers, support leaders and team members understand feedback in real time to build superior products, fix bugs faster and resolve support issues at scale. With unitQ’s customer feedback platform, you can discover quality issues at the same time as your users. Know what product launches, releases or evergreen features are causing the most bugs or support tickets. Or drill into the root causes of these issues by source, platform, device, customer segment and more.
unitQ AI centralizes feedback from all feedback sources and automatically groups it into thousands of granular categories to help organizations discover what matters most to users — all in real time. Customer-centric companies like Spotify, Bumble, Pinterest, DailyPay and Zendesk rely on unitQ for actionable insights to drive growth, reduce churn and build brand loyalty.
Want to see how your organization compares to others? Get your free unitQ Score or book a unitQ demo today!
David Kravets is Senior Content Marketing Manager at unitQ.
