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Social Customer Experience: Engage and Retain Customers through Social Media by Joe Cothrel, Dave Evans

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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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