The Missing Link: How Valuable Customer Discussions On Social Media Are Often Overlooked
A
nyone who has ever been part of a brand or
can be polluted by the individual’s awareness of it being a
port structure
or more people is inherently honest and unaware. That is
product sup-
knows that feeling when a
to say, when people don’t realize they are providing
stranger begins talking with
feedback through a significant channel, the genuine customer
someone else about that
sentiment emerges.
item or service. Whether
This genuine customer sentiment is surfacing every day.
overhearing in an elevator
And not in conversations taking place in diners, hotels, air-
conversation, you get a gen-
honesty and true customer reactions are occurring every second
or eavesdropping on a phone
planes or shopping malls. Instead, these invaluable tidbits of
Fall 2012
eral excitement and curiosity
as to what that individual’s experience has been. The
on avenues of social media. Whether on Twitter, Facebook, Jason Wolcott
reason is simple: while focus groups or pursued follow-ups
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standardized process, anonymous feedback between two
forums or blogs, there are thousands of bits of data each day that deal with how individuals perceive a brand and its products.
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