The CMO at Bridgestone Americas Tires Operations has implemented fastidious customer experience guidelines within the organization which is helping the company to reach out to customers in the best of ways. There are two things on which priority is set- store experiences and social media. Individual Bridgestone stores have the freedom to take decisions as it deems appropriate in order to serve customers. Even at times when the in-store experience may take a hit, Bridgestone knows that instead of writing letters to customer care department, the modern customer will take to social media. Thus heavy monitoring of such social platforms is conducted. Angry or dissatisfied tweets mentioning the company are recorded and details sent to the store manager who can then act accordingly. Social media is also used to execute digital marketing by building brand loyalty and forging valuable partnerships with other firms.



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