Chapter 23. Testing Analytics Applications – What Has Changed in SMAC World
Social media has revolutionized the way we interact and has also changed the way we do business. Social media has enabled people to listen to, create, share, comment, and exchange information in virtual communities and networks with speed. It has allowed access to anything and anyone from anywhere.
Social media evolution has offered the customers an end-to-end experience in the buying process. The customers are able to check products from various providers online as well as in stores, touch and feel the features, check feedback from other buyers, order and pay through multiple channels, and so on. Effective use of social media has enabled businesses to improve Net Promoter Score (NPS), brand impressions and sustainability of the customer relationships, resulting in higher customer satisfaction.
In this chapter, we will cover the following topics:
- Understanding the customer and gathering and analyzing...