There’s a distinct difference between hearing and listening. While most companies hear what their customers are saying about the brand via social media, very few truly listen to the problems at the core of customer sentiment so they may act upon such feedback to improve experience. Social insight presents companies with an interesting and educational look into how customers interact with and perceive the brands they do business with, yet most companies remain at the starting stages of strategic expansion, juggling data and development in ways they never needed to before. However, for Best Western and LEGO Systems Inc., winners of the 2013 Gartner & 1to1 Media CRM Excellence Awards in the Social and Mobile Engagement category, social media has allowed these popular brands to connect with customers in ways that both boost engagement and strengthen existing relationships.
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