How Does Social Media Contribute To Customer Experience? Let Us Count The Ways
It's Time To Document Best Practices For Social Media And Customer Experience
January 10, 2012
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.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Table of Contents
- Intentional Or Not, Firms' Social Media Activities Affect Customers' Experiences
- Done Well, Social Media Supports Every Step Of The Customer Journey
- Align Social Activities To A Customer Experience Strategy
- Related Research Documents
CMO Imperatives For 2012
January 18, 2012 | Luca S. Paderni
Build A Case To Show Social's Value To Marketing And The Entire Enterprise
July 29, 2016 | Samantha Ngo
Sustain A Digital Culture
July 21, 2016 | Jacob Morgan