Improving the customer experience: how social media can make a difference

Urs E. Gattiker


By early 2012, Google + had 90 million users and was growing fast, but still far behind Facebook. This chapter outlines what these numbers could mean for your business. Specifically, we suggest four steps to ensuring effective social media use. In addition, we explain how quality management with actionable metrics and key performance indicators (KPIs) can help you better engage with your fans or readers. We end this chapter with several practical implications, and possible trends, to watch out for.

Key words

actionable metrics

key performance indicators


define objectives





target audience

added value

listening ...

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