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Is the customer experience useful on social media or is it just a bunch of disjointed interactions? Is our design intentional?

Forrester Research makes a good point that we need to have a good way of managing the experiences for our customers.

“Social media already plays a role at each step of customers’ complex journeys to discover, evaluate, buy, access, use, and get support for products and services. Customer experience professionals must align their firms’ social activities with their customer experience strategy by documenting existing social activities and mapping them to the customer journey, understanding customers’ existing use of social touch points, identifying gaps in the journey and disconnects between existing social media initiatives, and establishing guidelines and metrics to keep the organization true to its social objectives.” ~~by Jonathan Browne