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

Gartner Recommended Reading

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.