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Organizations have long been striving to better understand the expectations of their customers and employees. While traditional methods such as surveys, focus groups, and interviews remain valuable, the most authentic and unfiltered feedback increasingly appears on social media. This is not only a new arena for public opinion, but also a real-time indicator of where the experience chain is breaking, whether in customer experience (CX), employee experience (EX), or user experience (UX).
In more mature markets, social listening has become an integral part of overall customer strategy. It is no longer viewed solely as a marketing tool, it now serves as a key data source for brand reputation management, product development, recruitment, and corporate communications. According to a 2023 survey by Forbes, nearly 70% of U.S. companies have already integrated social listening data into their CX decision-making processes. Leading brands don’t wait for complaints, they listen, analyze, and act proactively.
Hungarian companies still tend to use social listening reactively, if at all. Monitoring social feedback is often driven by individual initiative rather than being an established organizational practice. Issues frequently surface only after reputational damage has already occurred. Based on insights from Neticle and SentiOne, most Hungarian businesses still rely on social listening primarily for crisis communication, while its potential goes far beyond that. It can support trend identification, competitor monitoring, campaign performance analysis, as well as HR and UX development.
Total Experience Management (TXM) aims to treat customer experience (CX), employee experience (EX), and digital user experience (UX) as a unified, integrated system. To achieve this, organizations must go beyond periodic measurements and rely on continuous, real-time feedback. This is where Phantom XM’s integrated social listening solution plays a strategic role.
Phantom XM’s system aggregates feedback from various platforms including social media, review sites, and forums categorizes it by topic, and analyzes emotional sentiment. The resulting insights can be seamlessly integrated into existing measurement systems such as VoC, NPS, or ESS, providing a more accurate picture of both customer and employee experiences.
From a TXM perspective, the practical value of the system includes:
CX: Customer service or delivery issues can be identified before formal complaints arise, enabling proactive intervention.
EX: Recruitment experiences, employer branding, and internal communications can be evaluated based on public feedback.
UX: Usability issues related to digital products and platforms can be monitored through social channels, supporting targeted improvements.
Social listening not only addresses present-day concerns, it also provides forward-looking insights. It supports:
Intelligent processing of sentiment-driven feedback.
Phantom XM offers a framework where this data is not only accessible, but also interpretable and actionable empowering improvement across all dimensions of experience.
Sources:
Forbes Insights (2023): forbes.com
SentiOne: sentione.com/hu/eroforrasok/social-listening
Neticle: neticle.com/mediaintelligence/hu/social-listening
SCL Media: sclmedia.hu/blog/social-listening
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