Summary

"Address Customers emotionally"

Social media make customer retention more difficult because they increasingly interact across digital channels and profit from a high market transparency. On the other hand, loyal customers contribute sustainably to the brand building by spreading brand values via the internet. Companies can take advantage of this effect by encouraging contributions by an inspiring design of digital communication channels.

Dmoch, T. and Liessfeld, M. (2013), “Address Customers emotionally“, Teletalk, Vol. 20, No. 12, p. 13-15.