Unleash Social Listening Data's Potential

In the age of the customer -- where consumers are empowered, informed, and have myriad options before them -- it is more important than ever to keep close tabs on what your customers and prospects are saying about your brand. Social networks offer an unending supply of consumer opinion, and most companies embraced social media monitoring years ago. Yet as customer insights (CI) professionals progress toward social intelligence maturity, they find that the insights they expected from social have yet to arrive. The gap comes from keeping social listening within the marketing department and siloed as a specialty group. Capturing, managing, and understanding the breadth of what customers say can ignite customers' influence across the enterprise -- fueling customer obsession. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.