How Does Social Media Contribute To Customer Experience? Let Us Count The Ways

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.