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Today’s digitally empowered customers have both high expectations and the ability to interact with brands when — and how — they want. They spend the majority of their money on companies that make them feel valued or catered to. As a result, if a brand wants to be successful, the customer experience has to be at the heart of their marketing strategy.
When businesses first ventured into the world of social media, it was used as a platform to market their product and increase sales. In the last few years, however, social media has morphed into the favored medium of the online community — a place to interact with the brands they admire, and more importantly, seek help when they have issues.