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Social Media And The Customer Experience: Shortening The Path To Engagement
David Clark / MediaPost / April 30, 2013
Social media should not be just about listening and engaging with customers, but instead, should be about driving business through key performance indicators (KPIs) that map, measure and manage the customer journey from initial awareness to total engagement.
In turn, the customer journey can be optimized, the customer experience enhanced, and the outcomes predicted in lock-step with corporate, sales and marketing goals. These are the outcomes that matter to executives, and, in turn, denote the overall relevancy of your marketing content and campaigns.
But how can companies go from merely listening to truly leveraging social data into a source of actionable intelligence that ultimately creates customers and advocates? How can marketers make the leap from unstructured conversations to identifying customer behaviors, to fully leverage the customer journey?
For starters, companies have mainly used social media to listen and track customer sentiment, brand loyalty, measure campaigns, or to prevent a bad event from going viral on the web. Instead, companies should leverage social data and analytics to move beyond merely listening and engaging with customers (social media 2.0) to drive business and create advocates (social media 3.0).
The key is leveraging social data to model key performance indicators (KPIs) that map, measure and strengthen customer commitment around the three fundamental journeys that all businesses need for success: Shopping, Sharing and Advocacy.