The New Role of the Customer
The Social Web connects your organization
and its stakeholders—customers, employees, suppliers, and influencers, all of whom have defined new roles for themselves. This chapter explains these new roles in business terms, showing you how to determine which connections matter, who is influencing whom, and where the next great ideas are likely to originate.
Review of the Main Points
This chapter explored the more participative role of the customer and the tools that support the new expectation of an opportunity to talk back to the brand and shape future experiences and interactions. In particular, this chapter covered the following:
In particular, this chapter covers the following:
In summary, social customer experience management involves the entire organization and the complete management team in response to the newly defined role of the customer as a participant in your business. Some of the concepts and technologies have evolved from marketing, while others are straight out of high-scale customer care. Unlike the adoption of social media tools and techniques for campaign efforts, however, picking up on and implementing ideas generated through social customer engagement requires the participation of the entire organization.