‘Social Media Research of Customer Experience is a Smart Marketing investment’ – ‘Business 2 Community’ Article
Gregory Yankelovich says, “Listening to customers through social media channels, is a well established practice for support of Customer Service and PR business processes. Marketing organizations are less known for their successful attempts to use social media to engage customers. Many of these attempts were widely publicized as clumsy, some even caused an adverse reaction. This underscores how far marketing has parted from its original purpose – ‘The management process responsible for identifying, anticipating and satisfying customer requirements profitably.’ From that perspective, Customer Experience Management discipline belongs under the Marketing umbrella. Brands, that enjoy well above average growth and profitability, understand that customers don’t buy products or services – they buy experiences“.
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