You're listening, but are you learning? Deciphering social mentions to improve customer experience

This article explains how brands can use social listening to save money on consumer research, but only when they manage the mass of data properly.

You're listening, but are you learning? Deciphering social mentions to improve customer experience

Charlotte Nau and Bettina MützeTNS

Every day millions of customers share their experiences of products and services on social media. The conversations generated represent a huge opportunity for companies to create closer, more meaningful customer relationships. But this constant stream of feedback is hard to navigate.

Although many companies have social listening in place, they struggle to make sense of the mass of information and to identify tangible actions as a result of what they've heard.

Common social analytics, like how frequently a company...

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