However, things get a little more complicated when you look at company-written posts. We conducted six follow-up studies with more than 1,500 U.S. consumers in which we compared how people reacted to brand nicknames in Instagram and Twitter posts coming from consumers and from official brand accounts.

Since the concept of CX is about augmenting the product innovation's narrow focus, it is vital to view it at a broader scope. CX is not only about the buying experience or customer service. In fact, CX starts long before customers buy the product and continues long after. It encompasses all the touchpoints customers might have with the product: brand communications, retail experience, salesforce interaction, product usage, customer service, and conversations with other customers. Companies must orchestrate all these touchpoints to deliver a seamless CX that is meaningful and memorable for the customers.