In the past, brands have measured the success of marketing campaigns based on return on investment, which provided insight into whether a substantial return was made on the amount of money spent on advertising and marketing.
Today, brands in all industries are facing new challenges. There has never been more feedback online, and the expectations have never been higher. For a business, online customer support is no longer optional.
Customers are demanding more, and they want answers at their fingertips. We are in digital age where the focus is on the people rather than the technology now. Customer experiences are laid out on the table for other customers to see, companies want to understand how engagement and experience are affecting customer relationships, and they are using feedback to measure it.
