Two-way communication is key. Customers won’t be happy if your team doesn’t listen to feedback and expectations. Likewise, at our end, we engage various tools to listen to the response to our activity, to understand audience response, to assess our impact and design a course-correction; if necessary to optimise use of every penny spent on your outreach program. The analysis also involves competitors, customer reviews and our team expectations. Objective is not to keep up with results, but to surpass them every time.