New Research Confirms Importance of Social Media Data in Customer Experience

60% of marketing leaders see social data as future of customer experience

NEW YORK--(), the leading customer experience platform, has released the results of its Customer Experience Trends Report 2016, which underscores the importance of customer experience (CX) and the significance of social media data for success in today’s business environment. The findings highlight that businesses view social media as an important data source, providing a more accurate understanding of customer behaviors and preferences.

The research confirms not only the importance of CX as a growing priority in marketing, but also the vital role of social engagement in the journey as the key enabler for outstanding CX, revealing:

  • 100% of leaders use social data as part of all marketing campaigns
  • Customer experience is important to 90% of US marketers, as opposed to 70% of European marketers
  • 60% of leaders see social data as future of CX
  • 62% of leaders use a platform to help with CX-related activities
  • 78% of all respondents claimed that customer experience is important to their marketing strategy

“Now more than ever, brands are recognizing the huge customer experience opportunity on social networks. Millions of customer service interactions happen on Twitter every day, and if brands are not paying attention, they risk missing out on these valuable opportunities to engage,” said Lauren Jenkins, head of Official Partner Programs at Twitter. “Through the use of Twitter data, brands are able to receive insights on how to effectively communicate with customers and develop powerful, long-term relationships.”

The global survey, conducted May-June 2016 in partnership with SSI, a worldwide leader in survey sampling and data collection solutions, questioned more than 600 marketers fitting the CMO, digital marketing manager, and social media manager profiles across Europe and the US. Respondents whose answers indicated advanced data management skills were labeled as “best-in-class.” Criteria used to qualify these profiles were those who identified CX as a very important part of their marketing strategy, respondents who adopted a sophisticated approach to data management by merging data streams or centralizing all data channels, and respondents who view social media as a key player in the marketing mix.

“CX has become the vehicle that drives business, and social data is the fuel for its success. Marketers losing sleep at night over channel conversions have it backwards; a brand’s success in 2016 is measured by how well it caters to the customer journey.” said Ulrik Bo Larsen, founder and CEO of Falcon. “As our research shows, industry leaders are beginning to understand this and are creating connections at key emotional moments to win over customers and increase brand loyalty. Social data informs marketers where these emotional moments are and how that translates into sales.”

To download a copy of the report, please visit:

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About offers an integrated SaaS platform for social media listening, engaging, publishing and managing customer data. The company enables their clients to explore the full potential of digital marketing by managing multiple customer touchpoints from one platform.’s diverse and global client portfolio includes Carlsberg, Flying Tiger Copenhagen, Nintendo of Europe, IWC Watches, Mentos, Redken, Coca-Cola and many more.

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Justin Ordman, 617-237-0922

Release Summary, the leading customer experience platform, releases results of its Customer Experience Trends Report 2016, which underscores the importance of CX and the significance of social data.


Red Lorry Yellow Lorry
Justin Ordman, 617-237-0922