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For Customer Experience Professionals

How Does Social Media Contribute To Customer Experience? Let Us Count The Ways – A Social Computing Report

It's Time To Document Best Practices For Social Media And Customer Experience

January 10, 2012

By Jonathan Browne with Richard Gans, Jennifer Peterson

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Why Read This Report

Social media already plays a role at each step of customers' complex journeys to discover, evaluate, buy, access, use, and get support for products and services. Customer experience professionals must align their firms' social activities with their customer experience strategy by documenting existing social activities and mapping them to the customer journey, understanding customers' existing use of social touchpoints, identifying gaps in the journey and disconnects between existing social media initiatives, and establishing guidelines and metrics to keep the organization true to its social objectives.
Tags: Apparel, Consumer Packaged Goods (CPG), Consumer Retail & CPG, Customer Experience Management, Customer Journey, Financial Services, Insurance, Manufacturing, Marketing & Strategy, Media & Entertainment, Multichannel Customer Experience, Retail, Social Computing, Travel, Web 2.0
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TABLE OF CONTENTS

  • Intentional Or Not, Firms' Social Media Activities Affect Customers' Experiences
  • Done Well, Social Media Supports Every Step Of The Customer Journey

  • RECOMMENDATIONS

    Align Social Activities To A Customer Experience Strategy
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