Advanced Digital Marketing and Digital Customer Service Management

Introduction
Social networks and digital channels have changed customer behaviors, raising their expectations dramatically. They want to have conversations with brands via social networks, instant messaging and chat apps and expect fast and effective resolutions to their issues. Consequently, time and effort have become the two main drivers by which customers measure a brand’s ability to deliver great… or bad experiences. Service is indeed the new battlefield on which customer loyalty needs to be won. For brands, this is a challenge but also a unique opportunity to transform customer service from an after-sales unit into a profit centre. In fact, by delivering outstanding experiences, brands can stand out from their competitors without the need to lower prices. The key is to seamlessly integrate digital channels while properly training staff members, which implies handling a set of processes and disciplines known as digital customer service. Although more and more brands are investing in it, those that have been successful have been able to consistently measure and control every step of this digital itinerary. This executive course will enable you to smoothly manage this crucial transformation of your customer service and, ultimately, of your whole business.

Learning Outcomes

Upon the successful completion of the course, students will be able to:

  • Understand the role of digital marketing within the whole marketing plan.
  • Plan, coordinate and implement digital marketing campaigns in a more structured fashion.
  • Measure your campaign results.
  • Develop a plan to define priorities and realise various forms of social media marketing.
  • Evaluate the approaches for the integration of social media into your website.
  • Understand the role and possible usage of social media and Search Engine Optimisation techniques within marketing strategies.
  • Plan and implement an operational e-marketing route.
  • Create social networks, blogs, etc. by using free or payment systems.
  • Measure the effectiveness of social media marketing and e-PR..