Articles / Brand / Implementation / Recommended Reading

Using Social Media to Improve Customer Loyalty

Using Social Media to Improve Customer Loyalty
Howard Baldwin

Forbes Insights | SAP T-Mobile case study |September 2014

How a small team within T-Mobile uses the simple act of listening to turn unhappy customers into happy customers—and happy customers into recommendation engines.

According to a 2013 study by the University of Massachusetts Dartmouth Center for Marketing Research, a stunning 77 percent of the most successful U.S. companies use Twitter to communicate with customers, while 70 percent use Facebook. They use other social media tools in varying degrees. However, frequent usage doesn’t necessarily lead to expected business results. That’s because, according to experts, social media success requires a new way of thinking about customers.

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