Ikea is the worlds largest ready-to-assemble furniture, appliances and home accssories store originated from Sweden. The are 160,000 people working for this coporation across 365 stores worldwide in 45 countries.

Such large coporation requires an importance of connection with its customers in every region as it was found many customers from different continents hold different opinion for Ikea. In order to keep a positive online reputation, Ikeas’ digital development team named The Socializer helped pioneer social change by creating a listening hub to connect directly to customers; as Ikea stated the importance of social media to forge deeper relationship with its customers. The listening hub allows customers to express their opinion on the brand in store to allow Ikea to hold different opinions to create an in-depth report to improve. It was found in 2014 37.5% of the US citizens took to facebook to complain about Ikea in comparison to the UK only 5% complained on facebook however it was found 31% complained to Yelp and O2 to express their opinion on Ikea, therefore ikea want to keep their positive online reputation, they created a listening hub to segment each regions’ customers complaint. Now, Ikea can understand their customers’ needs and areas to improve on. To find further detail on this article, it can be found by clickinh on the following link, Brand Watch – Ikea.