The global explosion in conversational media means it has become a key component in customer strategy across consumer markets.
The days of trust in consumer services based purely on deference to institution size, brand or geographic locations are gone. Trust is now established through other peoples' experiences, i.e., people "like me." However, creating a listening culture still presents a challenge for many companies.
Nevertheless, there is no doubt that combining customer thoughts, questions, intentions, stories and innovative ideas provides a far deeper understanding of the context for buying decisions and which taps into their core motivations. And given that more than 50% of online consumers create this context, economists are beginning to cite that ‘conversational context’ is crucial to the understanding of the new economics of consumption.
This is because most of what online connected consumers create relating to their life is not content but context, information about the value of goods and services. Context, in turn, lets connected consumers navigate the web more effectively and massively amplifies the incentives for quality.
Equipping oneself with this granular, real-time view of unfiltered behaviours and attitudes has become crucial to brands. Providing a reliable real-time barometer with which to make informed decisions – really does speak for it-self.