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Customers are talking about brands, products, and services in a multitude of places. These customer conversations are unstructured and idiosyncratic, and often outside the control of the enterprise. Strangely, few companies are even listening to this valuable source of feedback – fewer still have strategies and programs in place for collecting, categorizing, analyzing and acting on this rich source of insight about their brand performance. This paper has outlined listening best practices enabled by sophisticated software and organizational expertise. Companies that continue to ignore the new best practices of integrated listening, who continue to ignore the customer conversation, will be left behind and miss the power of truly engaging with their customers’ brand experience.