This is a short presentation introducing how and why social media plays a role in creating branded customer experiences. If you'd like to see a follow up (still a work-in-progress) or contribute to it, please get in touch with me.

1. Socialising
Customer
Experience
THE ROLE OF SOCIAL
MEDIA IN CREATING
BRANDED CUSTOMER
EXPERIENCES

2. The Problem
Experience
Employees
Tech
Infrastructure
• The travel experience today is
inconsistent and disjointed.
• One airport, multiple
customer journeys.
• Irrelevant marketing.
Unrealistic expectations.
• Subjective journeys,
standardised products &
services.
• Over-reliance on tech. Under-
utilization of being human.
Externalities
Marketing

3. Communities Constant Change
Data Transactional Bias
YOLO FOMO
Experiences

4. Goods are
tangible.
Services are
intangible.
Experiences
are memorable.
Entertainment Education
Aesthetic Escapist
ActivePassive
Immersing
Absorbing
SWEET
SPOT
Source: Pine & Gilmore, The Experience Economy
The Experience Economy

5. An Ideal Future for Customer Experience
Trust, loyalty, intimacy, connection (and also
expectation) grows as you move up this pyramid
of needs.
Valuable, contextualized, relevant, empathic
conversations and content are key to
developing relationships.
Broadcasting and advertising – 1-to-
many communication – cannot build
a sense of belonging.
Brands can choose to be
hygienic and commoditized. Or
aim to be exceptional and
personalized.
Customer Experience is
not unlike Maslow’s
hierarchy of needs.

6. Drivers of a Socialised Customer Experience
e
CUSTOMERS
EMPLOYEES
VALUE
• Making CeX and organisational goal
• Humanising the brand; seeking opportunities to
serve and delight
• Audience Aspiration & Customer Affinity
• Internal communities & circles of trust
• Empowerment, Upskilling, Learning & Support
• Consciously designing, engineering and
integrating across silos
• Empowerment, Upskilling, Learning &
Support

7. The Social Customer Experience Program
To Be Continued…