Social media is both good and bad news for brands — on one hand customers can quickly spread their good words about you, on the other hand they can air their negative opinions within seconds. In addition, the proliferation of mobile devices makes it even easier for customers to make comments in the heat of the moment or to voice some thoughts after the fact.
As this article suggests, the ability to provide real-time feedback on social media presents companies with an opportunity to find out what customers are truly saying about them behind their back. Listening to social feedback not only helps you recognize trending issues but also identify who your brand’s advocates are. But this opportunity isn’t introduced without a challenge – how do you cut through the noise on social media and find out what’s most important to your customers?
A 3rd Party Feedback and Text Analytics tool can help you turn verbatim feedback into business insights. For many organizations, the volume of feedback coming from all the different customer communication channels can be overwhelming. It’s a daunting task for managers at both location and brand levels to sift through reams of data to uncover real insight. Simple analysis tools can centralize all location-based unstructured customer comments gathered from social media platforms, online review sites, call center transcriptions, direct feedback emails and even open-ended survey comments in one place. Brand and location managers can then use this 360 degree view of feedback to surface strategic insights and identify trends.
If you want to learn more about this tool and how looking at the customer experience through a “social” lens may help you to see the big picture of feedback, watch this recorded webinar “Re-Imagining Customer Feedback to Drive Action.”