Without a doubt the largest paradigm-shift witnessed in the customer experience management is the rise of social media. The concept of large groups of people posting on Facebook and Twitter and discuss their experiences with a company, product or service continues to change the way we form our opinion on a brand or make a buying decision.

Companies have jumped at this change in consumer behaviour and started to integrate social activities in their marketing programs with various degrees of success. At the same time companies are reacting towards Facebook posts and tweets when customers express their opinion on a recent interaction with a company. Especially when the emotion is negatively oriented, companies proactively reach out to their customers to save the day. The driver for this is that companies realize that they have lost a percentage of control over their brand.

Sure it’s the marketing department that still owns messaging, brand awareness and commer... read more >