Social Customer Experience


Part I: Chapter 01 “Social Customer Experience Fundamentals”

Chapter Summary
Social technology is now part of business: The growing role of online social interaction in people’s lives has made social a must-have for anyone making or providing a product or service. After all, if our customers are social, then business and the way it is run must be also. The unfortunate result is a sort of land rush to build brand outposts in places like Facebook and Pinterest, too often without fully understanding the range of options that exist for social efforts and the business opportunity that social technologies—implemented in a strategic and systematic manner—actually offer. This chapter tackles the basics of what makes a social strategy work.

Review of the Main Points
This chapter focused on social media and social technology applied at a deeper business level for the purpose of driving higher levels of customer engagement. In particular, this chapter established the following fundamentals: There is a distinct social engagement process. Beginning with content consumption, it continues through creation, curation, and advocacy. These reflect increasing stages of collaboration, creating stronger links between you, your colleagues, and your customers.

  • Operations and marketing teams must work together to create the experiences that drive conversations. The social feedback cycle is the real-world manifestation of the relationship that connects all of the disciplines within your organization and drives the customer experience.
  • Collaboration—used to connect customers to your business—is a powerful force in effecting change and driving innovation. Collaboration is, in this sense, one of the fundamental objectives of a socially aware business strategy.

    Now that you’ve gotten the basics of the engagement process and understand the usefulness of social applications along with the ways in which you can connect your audience, employees, and business, spend some time looking at the following real world applications. As you do, think about how the engagement process is applied and about how the resultant interactions leverage the larger social networks and relevant communities frequented by those who would use these applications.