Effective listening is the line of demarcation for companies that are perceived to be customer-centric by their customers.
More importantly, listening to all voices of the customers is a foundation capability for customer-centric maturity. You can’t improve if you don’t listen!
Following this assumption brands that decide be on board and set up a solid and long term social media presence must listen to the opinion, suggestions and likely complaints of their followers.
It comes that community management and monitoring become key to the success of a brand online strategy. On top of that the cycle of communication to be virtuous needs to be closed by responding proactively to your audience when it comes to critical situations.
Brand sentiment monitoring softwares and classic analytic stools, are only the start to understand the voice of your audience…and maybe think about people analytics!