8. Measuring Strategies for Increasing Revenue from Existing Customers
Although there is a clear-cut set of metrics associated with customer retention, measuring the impact of social media programs on retention can be challenging. The best measurements require you to identify which customers interacted on social media within your customer relationship management (CRM) system. Although this may be a barrier to getting some of the most insightful metrics, it doesn’t preclude you from showing progress and value in some core metrics that matter to the organization. Even if you can never identify customers who touched the social channel in your CRM, you can use a more general approach to draw conclusions about the role social media is playing in ...
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