“Social media plays a critical role in the customer journey, but not always in the way organizations have planned. IT application leaders supporting the customer experience must identify whether to position social media as a destination or facilitator based on their business goals.” – Gartner
“Outline customer purposes for visiting your social media properties.” – Gartner
Gartner estimates that more than 60% of organizations are managing social media within siloed teams. This has a deep impact on customer experience. What can you do if your organization is among this percentage? In this report, Gartner provides insight on:
- Why you need to understand why customers visit your social media properties
- How to determine if your social media serves as facilitators or destinations
- Ways to track customer movement within social media properties to extend to a nonsocial customer journey
Get the complimentary report to learn how to understand the role social media plays for your company.
*Gartner How to Determine the Role of Social Media in Your Customer’s Journey, Jenny Sussin, Jason Daigler, Gareth Herschel, 4 October 2016