There are thousands of posts, articles, and now books written about the power of social media for marketers today. I think the tactical benefits are real and valuable, but don’t capture the entire picture. Strategic Marketing is about optimizing the connection with your audience through relevant content – not about flogging a message to unsuspecting or uninterested targets. That strategic approach encompasses more than messaging and information – it transcends tactics and channels to focus on the entire customer experience. Paul Dunay cites some interesting data in his assertion about using social media for customer support. The main point I would agree revolves around the opportunity to turn a customer support problem and interaction into a vibrant and exceptional customer experience can take a detractor and make them into an advocate, and a vocal one at that.

But let’s not stop at customer support. The holy grail of customer experience demands that we examine and assess all of our opportunities to touch the customer, from the very first awareness of our brand through the sales process and on to becoming a customer, adoption and usage, and even our financial interactions. By crafting an overall framework and guidelines, we can start to identify those moments of truth” when the customer is most amenable to engaging, and provide the very best we have for the experience. These moments add up to the overall brand promise and brand experience that transcends any one interaction to become the very essence of what the customer feels about us, and how strongly they feel. Only by optimizing these touch points do we maximize the opportunity to secure vocal customer advocates.

So, find those within your organization who are passionate about customer experience. Who have the experience and knowledge to identify “moments of truth” touchpoints, and who have the ability to turn those into truly great customer experiences. Then, support them and get out of their way. You’ll find that passion and capability will reap mutual benefits for your own company and your customers.