skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration


Social media is often viewed as a siloed channel for peer-to-peer and community communications. However, as social media usage matures, a new role for social media is emerging as an integral component of customer experience.


  • Enterprises need to acknowledge the emerging connection between quality customer experiences and journeys and effective social channel management. These are largely symbiotic – you cannot have one without the other.

Features and Benefits

  • Explains why customer experience is becoming the new currency for effective enterprise brands
  • Assesses the effect of new mobile payment technologies on social media applications and customer experience

Key questions answered

  • How effective are existing methods of measuring the performance of social media marketing?
  • Why are customer journeys replacing traditional sales funnels as a means to manage customer engagement?

Table of contents


  • Catalyst
  • Ovum view
  • Key messages


  • Recommendations for enterprises
  • Recommendations for vendors

Social and customer experience are converging

  • Social media is the communications channel of choice for youth
  • Enterprise social marketing methods are well-established
  • Customer experience is a new currency for brands
  • Macro and micro customer experiences influence brand image
  • Holistic customer journeys are replacing linear sales processes
  • New mobile payments technologies align with social to ease local store transactions

Effective measurement and cultural considerations hold back enterprise social strategies

  • Social measurements are still underdeveloped
  • Enterprises need to "be social" rather than "do social"


  • Further reading
  • Author

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.

  • Enterprise Decision Maker, Enterprise IT Strategy and Select...

    2017 Trends to Watch: Big Data

    By Tony Baer 21 Nov 2016

    The breakout use case for big data will be fast data. The Internet of Things (IoT) is increasing the urgency for enterprises to embrace real-time streaming analytics, as use cases from mobile devices and sensors become compelling to a wide range of industry sectors.

    Topics Big data and analytics IoT


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now