Social media now forms a vital part of customer experience, customer service and customer research. This guide provides marketers with a framework for how to approach social CX and customer service and how to integrate that into a broader customer experience strategy.

Social media is a key part of creating a seamless omnichannel journey, yet many brands continue to use the channel exclusively to push marketing messages rather than to listen, gather feedback and enhance the customer experience.

The ‘always-on’ nature of social media means consumers expect to be able to communicate quickly and easily with brands about their products and services via their chosen channel, and to receive a prompt response. Brands without a social CX strategy will fail to live up to their customers’ expectations.

With social media now playing such a vital role in the lives of customers and CX becoming an increasingly important differentiator, getting your social CX strategy right should be a priority.

This report covers:

  • Frameworks for understanding and integrating social media into an organisation’s wider customer experience strategy.
  • Strategies for embedding social media into customer service, including guidance on how to structure teams and how to best utilise chatbots and digital assistants.
  • Social listening, the process of seeking to understand what is being said about a brand, products and services by monitoring social media, and the strategic benefits of tracking and engaging with the conversations about a brand taking place on social media.
  • How to measure the impact of social CX and the effectiveness of social customer service on reputation, customer acquisition and retention and operating costs.

This guide has been written to complement Econsultancy’s collection of social media best practice resources including Social Media Strategy, B2B Social Media StrategySocial Media Platforms Overview and Social Media Advertising guides.