For customers, conversations with brands are never more than a click away. Social media is opening up more direct channels for communication between brands and consumers than ever before. And savvy brands know to use platforms like Facebook and Instagram as stronger touchpoints to engage consumers. You might have seen this play out with airline brand representatives alleviating concerns with disgruntled flyers online in real-time, or famous fast food brands exchanging cheeky tweets with critics. While social media is a powerful communication tool, it doesnt replace a Voice of the Customer (VoC) solution when it comes to gaining actionable customer feedback. Without a solid VoC strategy in place, social media can easily become a place where your brands dirty laundry is aired via public conversations, rather than a real driver of positive change.
Heres how you can use a strong VoC strategy to work in tandem with social to better understand how customers feel about your brand:
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