Coca Cola looks to add fizz to insight

When you see a global brand like Coca Cola launching a 'listening review' you know the signs are good for social CRM. Last time I checked (and this is a school playground fact I picked up many years ago, so maybe wrong) Scotland is the only country in the developed world to not have Coca Cola as the number one selling soft drink (Irn Bru if you're interested). Even if that fact is no longer correct, let's not pretend like Coca Cola is not a dominant force on the world stage.

For them to recognise that it's time to listen to their customers and change their approach to feedback and response is such a huge indicator that best practises in social media are impacting business and coming to fruition. The likes of Kodak have already been ground breaking with ideas such as a chief listening officer, and the gap between ground breaking and 'the norm' is now becoming increasingly smaller.

Coca Cola's pitch brief, written with almost a sense of trepidation, still suggests their is a feeling of the unknown, even for the giant that it is on the global market but as more and more top companies make room for a new way of thinking, the more the industry can evolve and rapidly improve the relationship between business and customer.