Premium Content

Access "Measurement, monitoring essential to customer experience management "

Anna Fiorentino, Contributor Published: 11 Oct 2012
How to make customer experience strategy a priority

This article is part of the November 2011, Vol. 1, Issue 1 issue of How to make customer experience strategy a priority

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 set and meet goals by doing ... Access >>>

Access TechTarget
Premium Content for Free.

By submitting you agree to receive email from TechTarget and its partners. If you reside outside of the United States, you consent to having your personal data transferred to and processed in the United States. Privacy

Already a member? Login to access this content.

What's Inside

Features
    • Bridging the customer experience chasm by Beth Stackpole, Contributor

      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.

More Premium Content Accessible For Free

Back to top