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November 2011, Vol. 1, Issue 1

Measurement, monitoring essential to customer experience management

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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