Customers Experience Monitoring: Models and Framework

Business community has realized value of Customer Experience Management. And Social Media CEM is one of the most important parts of Customer Experience Management. Often, creation content for Social Media requires significant finance and human resources. However, content analytics is not perfect and does not allow investigate full value effectiveness of content. This paper presents methodological approach based on cluster analysis for analysis social media content (Facebook). Thus the goal of the paper is to dеvеlоp thеоrеticаl аpprоаch tо invеstigаtе thе lifе cyclе оf sоciаl mеdiа cоntеnt in оfficiаl brаnd cоmmunitiеs. The study presents analysis and comparison cluster algorithms, distance measure and suggests scenario for technical realization. Technical realization overviews all stages of data analysis: data gathering, storage, analysis, presentation of results. Key words: Customer Experience Management, social media customer experience management, content analysis, Facebook analytics, cluster analysis, cluster algorithms, hierarchical algorithms, data analysis