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PHOTO: Adobe Most brands are customer-centric today, and the voice of the customer is the most important voice in the house. That said, obtaining genuine, honest feedback from customers is never easy, and is progressively harder to obtain, especially if the brand is interested in obtaining actionable insights. In this article, we will look at 5 ways a brand can obtain accurate, honest feedback from its customers, going beyond traditional Voice of Customer metrics for gaining customer insights. Social Listening Is a Priority According toresearch from SmartInsights, as of October, 2020, there were 3.96 billion social media users worldwide. AGlobalWebIndex report revealed that from January to March 2020, these users were on social networks (and associated messaging apps) an average of 2 hours and 22 minutes per day. The report also indicated that up to 50% of social media members use social networks to research products and services.

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