Gartner Research

Leverage Social Media to Inform Operational Decisions (Darden)

Published: 13 July 2016

ID: G00348070

Analyst(s): Market Insights and Analytics Research Team

Summary

Customer feedback on social media has become a pain-point for some companies. With the surge in customer feedback across all business models, companies hope to put out the fires by resolving customer complaints before they go viral. However, faced with overwhelming and disparate feedback, market insights functions are likely to incorrectly identify the feedback that requires escalation and to overlook larger trends that signal operational problems.

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