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

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Chapter 8 Customer Engagement

All the plans, programs, and platforms we’ve discussed depend on one thing: customer engagement. While you create the experience you want customers to have, that experience is powered by customers themselves, every day, by how they engage with your brand, product, or service and with each other. To succeed you need to understand why customers engage and which channels are best for that engagement. Done right, your value to your customers—and their value to you—increases dramatically.

Chapter contents

  • Hierarchy of types: support, sales, innovation
  • Hierarchy of values: satisfaction, loyalty, advocacy

Hierarchy of Types

When you take the applications we detailed in Chapter 4, “The Social Customer Experience Ecosystem,” ...

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