The company also expends money on monitoring and indeed manipulating social media such as t.witter, because they know social media is a very effectived means of advertising and opinion forming
I think you're giving CX way to much credit, they are so far behind in technology they simply don't know how to handle it.
The CX smart phone app is a perfect example, it's a copy and paste of their entire website. They have absolutely no idea on what the purpose of apps are designed for. Have a look at the Virgin app if you want see simple functionality.
Plus then they go and blow sunshine up their you know whats and tell themselves their app is the greatest one on the planet
