About this paper
The emergence of social media has transformed the potential for companies to build deep and profitable relationships with their most valuable customers. However, by and large, the emphasis remains on the potential. While many organizations have experimented with new forms of customer engagement, few – if any – have moved out of an experimentation stage to implement the kind of enterprise strategy changes necessary to fully realize the business opportunities offered by the spread of social media. This paper, based on research by the Economist Intelligence Unit and sponsored by SAS, delves into the implications that new measures of customer value carry for businesses and investigates the opportunities and risks that companies face.