Digital Marketing Analytics: Making Sense of Consumer Data in a Digital World, Second edition

10

Improving Customer Service

We are living in an exciting and transformative business environment. Innovations in technology, such as digital media and mobility, and connectivity speeds have permanently changed (and continue to change) consumer behavior. These technological innovations have influenced consumer expectations in irrevocable ways as well. These are not trivial changes; the changes define the specifics for how companies market and sell products and services, how customers are serviced and supported, the timely responsiveness of brands, and more importantly, the myriad channels/methods available to a customer to choose to engage with brands they do business with. The evolution of social platforms from a place to connect and communicate ...