Everyone business should theoretically aspire to design a product or service so revolutionary and so meaningful that it will blow the competition out of the water resulting in hoards of customers pouring through their doors. (Wouldn’t that be nice?)
For better or worse, something akin to this is only possible when a company fully understands their customers, their wants and needs, their hopes and aspirations, as well as any pain points they may have.
What do you do when you look at your operations and think, “How can we do this better?” That’s exactly what Mike Lennon, Associate Director, Campus Dining of The University Corporation (TUC) at California State University, Northridge (CSUN) thought a year and a half ago.
Mike was interested in finding a way to improve customer service operations, primarily in locations that did not staff in-person resources, such as vending machines and bathroom facilities. He saw an opportunity to implement a customer satisfaction program to help ensure that heavily utilized services like vending machines and restrooms were incorporated into the overall mission to deliver an exceptional campus experience for all students and staff.
For those of us who don’t know, social listening is the process by which someone is searching online sources, be it blogs, websites, the news, and, of course, social media, for any mentions or conversations that would be of any interest for that person.
In other words, social listening is not only about looking at what people are saying to you, but also about what people are saying about you. Simply put, social listening is a form of gathering feedback without having to ask for it. And to put it out there, social media monitoring only deals with what people say to you, whereas social listening does both.