A recent survey of more than 3,000 consumers by Bain & Company found that customers who engage with companies over social media spend 20 percent to 40 percent more money with those companies than other customers. They also demonstrate a deeper emotional commitment to the companies, granting them an average 33 points higher Net Promoter score, a common measure of customer loyalty. Up to this point, a disproportionate share of those results appear to have been reaped the big early adopters. The...
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