Gartner Research

Three Signs Your Social Media Strategy Is Harming Your Customer Experience, and What to Do About It

Published: 07 May 2015

ID: G00272235

Analyst(s): Kelsie Marian, Jenny Sussin

Summary

Organizations have the opportunity to improve customer satisfaction, value and loyalty through social media, but IT application leaders supporting customer-facing initiatives must ensure they are part of an enterprise-scale strategy or risk harming the customer experience.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • If Your Social Media Strategy Doesn't Account for Responding to Posts…
    • Determine When and Where Response to Customers via Social Media Is Appropriate Based Upon Your Social Business Goals
    • Identify Operational and Customer Experience Repercussions of Deciding to, or Not to, Respond to Customers via Social Media
  • If Your Knowledge of Your Social Media Strategy Is That It's Something Marketing Handles…
    • Meet With Social Media Leads in Customer Service, Digital Commerce, Marketing and Sales to Reconcile Unique and Repetitive Business Objectives and the People, Processes and Technologies That Support Them
    • Identify Gaps in the Collection or Use of Social Datasets That Could Be Optimized If Social Strategy Was Coordinated at an Enterprise Level
  • It's Unclear If the People Your Organization Is Engaging With on Social Media Are Customers…
    • Assess Your Organization's Current CRM Capability for Linking Social Profiles and Activity to Existing Customer Records Against the Desired State of Your Social Media Interaction Strategy
    • Investigate Ways for Linking Your Loyalty Program to Social Profiles Such as Offering Points for Activity or Signup

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