Tuesday, July 8th, 2014 | 3 min read
Sprinklr is excited to present the first edition of the Social@Scale Journal: a comprehensive resource for practical advice, original research, and valuable data about how social is transforming business.
We’ve included case studies and lessons from:
A brand is no longer what a company tells people about itself. A brand is the sum of experiences that a person has with a company at every single touchpoint. Nothing more.
The Social@Scale Journal highlights the power of relationships and the voice of the customer in creating those experiences. It features contributions from marketing visionaries at Kia, Citi, and Cisco — along with custom data studies (like the one below) on the automotive, retail, and consumer electronics industries.
Social networks have created nearly $300 billion of value in the last 10 years. The rapid growth in the networks goes hand-in-hand with changes in consumer media habits.
Although money allocated to social strategy is increasing, brands aren’t changing quickly enough. Brands continue to underinvest in social media.
One in five brands say they rarely, if ever, respond to customer complaints made via social. Yet consumers expect a response from brands within one hour, and six in 10 consumers will take “unpleasant actions” to express dissatisfaction with a brand’s untimely social response.
Brands are disillusioned by the importance of customer experiences and the power of social to help build relationships with consumers. Bain Consulting discovered that while 80% of companies believe they deliver “superior” customer experiences to their customers, just 8% of customers agree.
It suggests a fundamental problem in how enterprises function. Businesses are focused on internal efficiency instead of consumer experience. In the age of social, inferior consumer experiences are amplified endlessly and can cripple your business over the long term.
The way a customer feels is influenced, for good or bad, by every single interaction with every single facet of a business. Download the Journal to learn more.