Social Customer Experience


Part I: Chapter 03 “Social Customer Experience Management”

Chapter Summary
Customer experience is the hottest topic in business today, and it should be. Research clearly shows that customer experiences, positive and negative, have a direct impact on the bottom line. It can be a challenge to put together all the pieces that make a customer’s experience great, and in this context social technologies represent both a threat and an opportunity: They simultaneously empower customers to share experiences as well as find alternatives with just a few clicks. This chapter explains how the notion of customer experience emerged and what it means today, in a social world.

Review of the Main Points
This chapter provided an overview of the considerations when moving toward SCEM. In particular, this chapter covered the following:

  • SCEM is a natural extension of the customer experience movement, recognizing that social technologies have fundamentally changed the way customers experience brands and products.
  • SCEM requires that companies view customer relationships as two-way, collaborative conversations that are broader than just the brand or its products.
  • Social media marketing and the activities associated with social business are fundamentally measurable. Because the activities are expressed digitally, integrating social media analytics with internal business metrics produces useful, valuable insights that can guide product and service development efforts.
  • Your employees have a major role to play in the success of your SCEM efforts, by embracing collaboration both with customers and among themselves.

    With the basics of social business defined, you’re ready to begin thinking through what this might look like in your own organization and how connecting your own working team with customers through collaborative technologies can speed and refine your business processes that support innovation, product and service delivery, and similar talk-worthy programs.