Nielsen and ResponseTek Announce Availability of the Nielsen Listening Platform

By Michael Guta
TMCnet Contributing Writer

Trying to quantify the impact of good customer service was very difficult in the past. While market researchers did their best, the random nature of the surveys didn’t always provide the desired results. But the Internet and social media allows consumers to unequivocally say exactly what they feel about a product or service: nothing gets lost in analysis. If they like it they like and if they don’t, they won’t be shy about letting their opinion be heard. Additionally, you know who is saying it and when they said it. Listening to all of the conversations consumers are having about what they buy, sell, see, eat, watch and more can to say the least be extremely valuable. Gathering and analyzing all of this information is what Nielsen has done with its Nielsen Listening Platform.

The Listening Platform is the result of collaboration between Nielsen, provider of information and insights into what consumers watch and buy, and ResponseTek (News - Alert), a customer experience management (CEM) software Company. The new platform brings together CEM tools with business insights so companies can have the right information to drive operational advancement.

Unlike research conducted to find out about the purchasing behavior of a particular group, this platform will give organizations access to the individual consumer and store level: no more guesses. Using real-time reporting and transactional surveys, it converts the information into new insights for operational improvements that are concrete. The platform also comes with industry benchmarks and best practices, so businesses can assess key performance metrics against their competitors.

According to Nielsen, this solution will for the first time link attitudes about the customer experience with actual purchase behavior, transforming static customer experience reporting into dynamic, business improvement tools.

“In this global, digital era, customer experience is a critical differentiator for companies operating in the service sector. With this combined approach, today's businesses can translate real-time, customer feedback from anywhere around the world into concrete business improvements that can positively affect consumers,” said Mike de Vere, managing director, consumer insights, Nielsen.

With so many differing touch points, it is becoming more difficult to effectively manage what consumers are saying. If the right solution is not used, the information can create a distorted picture that is not entirely accurate.  By managing the entire customer journey, the Nielsen Listening Platform is able to deliver improvements across the board with better customer satisfaction, lower churn, higher revenue, and happier employees.

The Nielsen Listening Platform is available now in North America to customers in service-oriented sectors such as retail, telecom and financial.