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Social Media Marketing: An Hour a Day, Second Edition by Dave Evans

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Chapter 6

Week 3: Touchpoint Analysis

How many marketers have gone to great lengths at considerable expense to devise and implement campaigns that conveyed a strong customer service orientation for their brand—only to see their efforts hobbled by a customer service team that was measured by how quickly representatives could end a call? When you see that scenario as it’s presented here, it is obviously contradictory. No one would really do that, right? Actually, it happens a lot, and much more often than it should.

In this chapter, you’ll continue with the brand, product, or service you selected in week 2. You’ll build a touchpoint map and then learn to use it to build your action plan internally (where you’ll work to resolve problem spots) and ...

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