Many modern brands recognize the importance of capturing customer feedback from social media and other digital channels, but, at the same time, their social listening strategies still fall short of their potential. According to Gartner data, 62% of marketing leaders report facing a significant or moderate challenge in leveraging integrated customer data. If you’re not able to convert your social listening data into actionable insights, at scale, it’s time for you to take another look at your social listening tool.
Before diving in, it’s important to first determine your goals for using a social listening tool and then consider the features that will bring the most value to your organization and meet the needs of your team. The right tool will help you:
Brands need to know what their customers are saying about their products, services, and messaging to communicate with them in a meaningful way. Without social listening, your customers may give feedback without being heard. But, more than that, if you can’t understand what customers are saying at scale, it can have wide consequences for your brand, from the obvious, like missed opportunities to respond to negative customer feedback, to the not-so-obvious, like understanding whether product messaging is resonating in a certain location, or your competitor’s performance for a similar product. A robust social listening tool can help you:
When you’re listening to your customers, you’re gathering information that helps you help them — but only if you can act on it. The insights you gain into their behaviors, wants, needs, and expectations can give them better experiences with your products and brand, and listening will give you a place to begin. But, once you’ve gathered what’s being said, you’ll need a way to act on your customer’s feedback at scale, across your organization.
Social listening helps teams be more effective by quickly giving them insights that otherwise may take hours, days, even months to gather and allows them to communicate these insights across the organization. Multiple stakeholders with varied roles and responsibilities can use a social listening tool to their advantage:
There are a lot of social listening tools on the market, but it’s important to look closely at the features that these tools offer in order to make the right decision. For example, some tools are really nothing more than social monitoring tools, which has its place as part of your overall strategy, but is much more limited in scope than true social listening. You’ll also want to ensure your social listening tool can expand to meet your specific business needs across all of the customer-facing functions in your enterprise. Otherwise, you’re just creating another business and data silo that impedes a unified customer experience. And lastly, it’s also important to consider how your tool will fit into your broader omni-channel strategy. What channels outside of social media, like chat apps or review sites, are critical to your business, and how does your listening tool align with those channel strategies?
There are a number of specific capabilities you should look for in a social listening tool. Here are some of the most critical:
“Eighty-five percent of executives report that social data will be a primary source of business intelligence for their company moving forward” (The Harris Poll, 2021). With so many organizations continuing to invest in social listening capabilities, you’ll want to get started as soon as possible and with the right solution.
Sprinklr Modern Research Lite is a lightweight and self-service version of our Modern Research enterprise solution. It allows you exclusive access to Sprinklr’s AI-enriched reporting and insights specifically calibrated to your brand and objectives in just minutes. During your first 30 days, you can try out the rich features without commitment or any investment on your part.
Sprinklr’s Modern Research Lite offers you:
Sprinklr Modern Research Lite is your entry point to Sprinklr’s industry-leading unified customer experience management (Unified-CXM) platform for modern enterprises. Modern Research Lite lets you quickly explore how social listening can help teams across the business to better understand your customers’ experience, react to their needs, and use that information to decrease customer churn and increase revenue.
Learn how Modern Research Lite can make your customers happier.
Rob Vanderzyppe is a Product Marketing Manager at Sprinklr and is based in Denver, CO. He primarily focuses on our Modern Research product and innovating the latest and greatest social listening strategies. Away from the office he enjoys traveling and golf.
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