Recent shakeups on Forrester’s Customer Intelligence team provided an opportunity to take a good look at our listening platform and social intelligence coverage. Long tagged as the responsibility of the social media team, we believe that “customer listening” should encompass numerous sources of feedback – from the call center, to voice of customer programs, to enterprise feedback management, to ethnographic and traditional market research – to really listen to the customer. CI researcher Allison Smith and I are working on a new series of reports around this concept – for now we're calling it Enterprise Customer Listening.
What is Enterprise Customer Listening, and why do we need it?
The Age Of The Customer makes it more important than ever to keep close tabs on what your customers and prospects are saying about your brand. As companies progress toward social intelligence maturity – full integration of social data into existing business strategies and technologies – many are checking the "listening" box, but we think that they aren't thinking broadly enough. The opportunity to listen to customers isn't limited to a single channel, and the unsolicited, unstructured feedback in each channel becomes more valuable when coupled with insights from others. Capturing, managing, and understanding the breadth of what customer's say can ignite the customer’s influence across the enterprise – giving you competitive advantage.
The analytics community is experiencing a rebirth. A renewal. A renaissance. Why? Data is bursting from every corner, from every device, allowing brands to deliver relevant messages and offers to its customers. So, being an analytics connoisseur is important now more than ever. I mean, who else is going to play with all this data . . . and actually enjoy it?
Organizations must develop relevant marketing strategies across devices -- to different customers -- and have the advanced measurement and analytic frameworks to fuel decisions. And the perpetually connected customer is forcing organizations to act quickly, so near-real-time insights are paramount. My past research addresses this, specifically, how analytics professionals can use attribution as a way to understand the true value of each interaction point. This is even more complex because of the increase in cross-device usage. As a result,analytic pros are using savvy ways to connect information and to measure cross-device impact and incremental value.