The Customer's Voice: Toward New Listening Tools
Pallud, Jessie Plotkina, Daria
Pallud, Jessie
Plotkina, Daria
Publication Type
Book Chapter
Editor
Supervisor
Publication Year
2019-05-15
Journal
Book
Augmented Customer Strategy
Publication Volume
Publication Issue
Publication Begin page
77
Publication End page
93
Publication Number of pages
Collections
Abstract
Systematic listening to the customer's voice online (social listening), interacting with Internet users and analyzing their conversations is an important approach to managing customer relations in the digital age. This evolution represents a new challenge for companies that must adapt to these new places of exchange by modifying their listening tools in order to capture, analyze and respond to customer comments. This chapter first presents the amplification of the customer's voice on the Internet, which is often examined in the literature with the theme of electronic word of mouth. Then, it examines two key steps in the implementation and management of new listening tools: set up listening measures and respond to online customers. The chapter deals with a discussion of deceptive reviews produced and published by companies as a major challenge. Finally, it discusses the importance of extending the listening system to all the company stakeholders, and, in particular, to company employees.
Research Projects
Organizational Units
Journal Issue
Keywords
3503 Business Systems In Context, 35 Commerce, Management, Tourism and Services