Social listening is the process of monitoring social media channels for mentions of a brand, competitors, a product, service, or keyword. It allows brands to know what its customers are saying about it, how they feel about the brand, helps them to discover the pain points in the customer journey and obtain actionable insights that will help them to improve the customer experience. According to a report from eMarketer and Gartner, over 50% of marketers are getting information about consumers through social listening during the pandemic. Social listening is such a valuable tool that the WHO has been using social listening to combat the spread of misinformation on social media during the COVID-19 pandemic. This article will look into the ways that social listening can be used to improve the customer experience. Defining Social Listening? Social media usage is at an all-time high as of October, 2020, with 3.96 billion users worldwide according to research from SmartInsights. A recent