Every day, marketers are on the prowl for customer feedback from a variety of sources—social media, call centers, surveys and so on. But it's not enough to just monitor brand buzz or volume of social media mentions; you must use this data to truly understand where customers stand on service, product, support and more and, in turn, directly deliver an even better customer experience.
Social media has become increasingly important for businesses in recent years, but the question often remains, what do I do with all this data? For B-to-C industries like retail, hospitality, and food and beverage, the answer may be simpler than you think. In order to be "socially intelligent," businesses have to understand how to extract meaningful insight out of thousands of online reviews from customers, and then know how to apply that raw feedback into practical insights they can use to grow market share.