Social media monitoring has rapidly emerged as an
excellent way to gather insights about companies' products,
services, and brands. However, by itself it is not enough and
can even be misleading in understanding complex customer
relationships. Fortunately traditional voice-of-the-customer
programs are an ideal complement.
Walker recommends that voice-of-the-customer strategies
be used in concert with social media strategies to provide
clearer direction on the actions to take and resources to
deploy to improve business performance.
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