the impact of social media on customer experience ......the impact of social media on customer...
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The Impact of Social Media on Customer Experience & Customer Loyalty
Gavin Heaton & Michael ScholzSAP
Follow us @ServantOfChaos @Michaito
Saturday, 3 March 12
Let’s talk about a layered experience.
Saturday, 3 March 12
Altimeter Group suggests an
average of 178 social media accounts per business are
challenging the consistency of experience across channels
Saturday, 3 March 12
Our customers don't care about our digital, social or mobile
strategy. They just want a seamless experience. They want
their experience of your brand to be consistent across devices
(iPad, phone, TV, in store etc) regardless of where they are and
what time they are engaging.
Saturday, 3 March 12
• FourSquare does this well• Instagram books• Traditional media cross-overs
With all this online activity taking place, what we
want is offline proof.
We don’t want just online recognition, we also want
offline validation of our online presence.
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38,000 APPLICATIONS
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We are dealing with distributed communities, not defined audiences. To be successful we have to take the in-real-life aspect into account and bring this into IRL interactions.
Think:• Rules of engagement• Swarms and tribes• Rituals and culture• Leader, influencers and purpose
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And we can’t do this without listening.
Saturday, 3 March 12