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Measurement, monitoring essential to customer experience management
This article is part of the Customer Experience Exchange issue of November 2011, Vol. 1, Issue 1
Advertising is no longer the only way to create effective customer impressions. Today, customers themselves are helping companies improve customer experience management (CEM). Most companies today are using social media sites as spaces for interactive dialogue about their products and services. But do they realize there is more to launching a successful social CRM campaign than creating a Facebook page? “So many companies say, ‘We're going to build a Twitter campaign,’ with no goal in mind of what kind of return they want,” says analyst Zach Hofer-Shall of Forrester Research Inc. in Cambridge, Mass. “There is often little regard to who a customer is and who that customer is not.” For more on social CRM Watch Ray Wang discuss social CRM metrics Learn tips for developing a social CRM strategy Get best practices for measuring the ROI of social CRM Hofer-Shall has seen this scenario hundreds of times before: A company launches a social media campaign without setting specific standards or goals. The truth is, companies can easily ...
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Features in this issue
Management may be pushing a customer-centric mandate, but without the right culture and processes in place, it's not just to get employees get on board.
News in this issue
CEM initiatives suffer when employees can’t provide their perspectives on customer concerns.
Learn how Coca-Cola and ING Direct expanded their customer experience management in social media approaches by measuring goals and monitoring customer feedback.