Maturity in Leaps and Bounds : Organisational Listening for Customer Engagement

Much of organisational development occurs during times of crisis when answers and solutions are urgently needed. The research presented in this paper suggests that, during such times, what matters for organisational legitimacy is understanding stakeholders’ changing needs. This paper proposes that organisational listening become a core function for brands and organisations. Building on theories related to organisational listening, social media and stakeholder engagement in digital marketing, this article argues for incorporating mature online listening into the customer engagement in social media (CESM) framework introduced by Santini et al. (2020). In the practise of organisational listeni…