Social media often highlights the need to re-evaluate or establish multichannel strategies, to ensure that new channels enhance existing channel assets and integrate well into existing customer experiences.
By defining clear Customer Experience outcomes, the purpose and success measures for social media can be established. The channels and organisation required can then be focused on these Customer Experience outcomes.
Starting small with carefully targeted pilot projects allows companies to gain rapid insights into the effects on specific customer groups, so that social channels can be developed in an iterative way, rapidly learning from each initiative to optimise the Customer Experience outcomes.
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