Sosyal Müşteri Yolculuğu Haritası: İletişim Ajansları Üzerine Bir Araştırma

Abstract

The aim of this study is to obtain in-depth information about the knowledge and experience of communication agencies regarding the concept of social customer journey Based on a phenomenological research pattern, semi-structured interviews were conducted with eleven experts working in communication agencies operating throughout Turkey in the study, and the themes created were subjected to descriptive analysis. The findings revealed that agency-brand cooperation is extremely important in the social customer journey planning process. It was determined that the agencies visualized the process by creating a customer journey map at the planning stage. In addition, it has been determined that all the problems that customers may encounter during the planning stage have been foreseen and solutions have been produced. In order to be provided a better experience to customers, it has been revealed that their movements on social media and websites have been monitored and reported by receiving support from various online tracking and reporting software. Another important finding that has been put forth is that it has become a necessity for agencies and brands to invest in Artificial Intelligence-powered automation systems in order to provide a better experience to customers and maximize interaction.