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Social Customer Experience: Engage and Retain Customers through Social Media by Joe Cothrel, Dave Evans

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Chapter 9 Social CRM and Social Customer Experience

We’ve talked a lot about how social customer experience (SCE) looks from the customer side, the new experiences that customers want from companies, and the ways those experiences change the relationship between companies and customers. In Chapter 2 we talked about how the concepts of SCE relate to the ideas behind CRM and social CRM, and in Chapter 5 we discussed what the SCE ecosystems look like both on-domain and off-domain. Now we’re going to dig down into how organizations create a platform that brings SCE to life. Yes, SCE is more than technology, but technology makes SCE possible. And that technology today is as much about how all your customer-facing systems come together as it is ...

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