Social Listening Must-Haves for Retailers

At a minimum, all retailers must have capabilities in place to manage risk and listen for content that presents their brand in a negative light. For example, customers may be disappointed and vent on social media outlets and employees may be disgruntled and share inappropriately in this public forum. Retailers must have the ability to listen for negative content and be able to address it quickly. Many consumers consider social media a preferred customer service channel, so retailers must be able to receive and respond to those customer service messages quickly. In fact, research shows that about half of all customers will expect a response within one hour, regardless of when that service issue is posted.