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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