One of the best things about the marketing world today is our ability to listen to the market. Consumer opinions are everywhere we look. Finally, a lot of brands are listening, but many aren’t doing. When investing time and money into knowing the market’s opinion on your brand or products, be sure to discuss goals and metrics for success. Create scenarios beforehand to deal with unhappy, happy and indifferent customers. Then when you have the info, use it. Listening is the first step to building a great base from which years of WOM can grow, but it won’t happen if you only use your ears.