Customer experience management in the age of social media

Share this content:
Customer experience management starts with an understanding of a customer's perception of their interactions with an organization. With the proliferation of social media, creating a program to effectively manage the customer experience is more complex than ever.  Customers have a lot of choices on whether, how and where they interact with your organization and how they get information about products and services.  How you respond to these choices determines the customer experience, which in turn defines brand experience and brand equity.   

As you do not overtly control the message at each social media touch point, this may appear threatening and seem to undermine the experience you've designed.  However, listening to what is being said about your company can be very edifying. Customers that say good things about a company carry tremendous credibility with other potential customers. Using insight you get from listening to your customers helps you stay relevant to them. Social media networks can be considered large, natural (if somewhat biased toward specific segments of customers) focus groups, to help you understand and be able to address customer expectations and needs.  In fact, information gleaned from social media sites can provide insight on customers' perceptions of your organization and brand, and the effectiveness of customers' experience at each point of interaction.

Many companies are in the process of adding social networking capabilities to their marketing mix.  There are as many different ways of approaching this as there are types of social media.  How you choose to integrate social media depends on your company, your brand but, most of all, your customers. Recognize that social media applications are still evolving and will continue to change over time, as will the expectations of your customers. 
As you integrate social media into your overall customer experience strategy, do not lose sight of the importance of existing customer interactions.  Your social media approach should reinforce your brand promise and complement your primary points of interaction. Develop programs that allow you to listen, learn and engage the right customers in ways that provide value to your customers and to your organization, across all points of engagement.

Next Article in Social Media

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above