Chapter 3 Social Customer Experience Management
Customer experience is the hottest topic in business today, and it should be. Research clearly shows that customer experiences, positive and negative, have a direct impact on the bottom line. It can be a challenge to put together all the pieces that make a customer’s experience great, and in this context social technologies represent both a threat and an opportunity: They simultaneously empower customers to share experiences as well as find alternatives with just a few clicks. This chapter explains how the notion of customer experience emerged and what it means today, in a social world.
Chapter contents:
- Understanding customer experience
- Are you ready for SCEM?
- SCEM and measurement
- The essential ...
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