Interesting question — is it good to “listen” to customer comments on social media without answering individually?
Social media has given customers a public outlet to talk about their experience with different brands, and shrewd organizations are eagerly listening in to these conversations to gain insight. This poses a challenge for companies: How can they engage customers without appearing to be eavesdropping to the conversation? Ashish Gambhir, co-founder of New Brand Analytics, recommends responding through an operational action. For example, if a number of customers complain about a particular aspect of service, rather than respond to each individual comment, the organization should take action and publicize it. “You can respond by addressing the problem and they will realize that you were listening,” Gambhir says.