When thinking about customer experience I tend to group it into two categories: reactive and proactive. The reactive part is better known, as it revolves around providing customers with efficient and timely support whenever an issue arises. The proactive part is a bit more tricky, but in my mind more rewarding. At its core it involves predicting customer needs and desires, and engaging them in different ways to meet them. This isn’t just about technical needs, but more importantly human needs- the need to feel like part of a community, the need to connect with others, etc. When these human needs are met, that’s when you see true customer loyalty. At Brosix we invest significant time and effort in building these connections. This can be seen in the type of content we create for our customer community, the ways we engage them for feedback and appreciate them when they give it to us, and the communication style we use with customers, among other things.
One way to utilize customer feedback and reviews to improve your company's profile is to look for common keywords used throughout them and use them to optimize your marketing and SEO efforts. Finding relevant keywords to target can be a difficult task so utilizing reviews from your customers and building patterns from them can be an immense help. Once you know what your customers want, you can refocus your marketing and reach more people as a result.
We deployed visitor surveys to understand what perception website visitors/prospects have and asked the same questions to our customers. We learned that there is a clear disparity in our messaging through the feedback. We changed the website copy according to what visitors are looking for and matching it with those needs from customer experiences. Using their words to tell our story. We noticed 27% uptick into our conversion rate.
Trade unique benefits for consumer data. This creates two-headed feedback for your business to leverage the benefits your customers are looking for with valuable market reach for your business. We run the Friends of Finn referral program, encouraging our customers to refer a friend for $15 each. The program requires an in-depth contact sheet and sign-up membership through our site but promises a personal code for 20 percent off all our products and a 10 percent off code for referrals through that particular customer. Using customer feedback to create referrers that will attract a larger following to your brand is akin to a digital “word-of-mouth” approach. You extend your reach, and your customers double down on satisfaction ratings and referral perks.
As a market researcher, you can send physical products to your target market for reviews and feedback. There are companies that can help facilitate these digital sampling programs for brands. It gives you a direct way of getting direct feedback from your addressable target market. Then, you can use the feedback to improve your products and marketing strategy and also to re-engage those customers via coupons, early product launch info, and more.
A brand’s perception is the sum total of the feelings and impressions that are held in the memory of its customers. In the customer’s mind, a brand’s associations may be positive, negative, or a mixture of both. Part of the process of customer feedback is to identify the positive and negative associations that a brand’s customers have. For example, a negative association might be that a particular brand makes you ill. However, some customers may associate the brand with a particular function, such as providing a useful function or having a pleasant texture. When a strong negative association is identified it is important that the association is addressed in the strategy of the brand. The useful function could become a key part of the brand’s value proposition or the pleasant texture could become a way of differentiating the brand from the rest of the market.
Incorporate customer feedback into your weekly newsletter. If your customers have been requesting new products, let them know in your newsletter that you've not only heard their recommendations, but that you're acting on them as well. Allow your newsletter subscribers to be the first to know about product launches and give them exclusive access before the general public. This will increase your brand perception because your addressable target market knows that you truly care about their input.
Customer feedback is often implemented to fix problems or remedy negative brand perceptions. Business typically utilize negative feedback to inform areas of improvement, something which, whilst extremely vital, only serves to consider half of the customer feedback spectrum. Positive customer feedback should be leveraged just as much as negative feedback, particularly when it related to potential areas of growth for your business. Focusing on aspects of your business that are generating positive feedback by gearing future growth towards related product or service offerings will ultimately serve to improve brand perception. For example, we were seeing a lot of support for our flexible workspace offerings due to the requirements of many businesses throughout the COVID-19 pandemic. We took this positive feedback and leant into it, doubling our focus on these types of spaces and carving out a niche in our industry.
Integrate customer feedback into an advertising campaign. If your customers love to use your product while they're at the beach for instance, create a marketing campaign centered around a sunny day near the ocean. Consumer insights are extremely beneficial. Use them in your advertising messages. For this particular scenario, explain why your product is great to use at the beach as told by your current customers. You'll be surprised at the response rate and the increase in your brand perception.
An efficient feedback loop helps the customer and business alike, but most companies still emphasise their side of things. Instead of asking "How did we perform" it's better to ask, "How could we help you better". Although the expected answer might be the same, the reception is vastly different. While first makes an impression of someone being forced to be reviewed by a third party, the second puts the customer needs in the centre and encourages comments.
Make your customers the hero of your brand story. Storytelling creates an emotional resonance for customers with your product and your brand. But the narrative conveyed must sound genuine to encourage buyers to take action. Every story has a main character- the hero, a conflict- the challenge, and a resolution- how the challenge is overcome. And you can train your sales team to incorporate customer use cases and feedback to add credibility and value into their sales pitches. Sharing a relevant customer story also helps leads better understand how your product benefits them as they see how clients with similar challenges achieved success with your solution.
Customer feedback allows a business to gather insights regarding consumer experience. Consumer experience is a significant factor in market research, and the most effective marketing strategies have often targeted CX. Having a positive customer perception gives you an advantage in the competitive market. To get good results for your CX marketing, you have to ensure that you are providing the best quality products and services. This is the core solution for a fail-proof strategy. You need to meet customers' expectations and provide them with the best pre and post-purchasing experience.
Any brand can leverage customer feedback—whether positive or negative—to improve brand perception by simply being receptive, engaged, and open to progression. For example, if your company has recently received a bit of negative feedback, consider showing your audience the steps your brand took to rectify the situation and assure the customer that their feedback is both important and influential. This will give potential customers the sense that your brand is one to be trusted. In this way, even negative customer feedback can improve brand perception and credibility.
When leveraging employee feedback to increase your ROI and more, it's important to ask the right questions. And there's no better way to prepare for this than by looking at your data. If you segment your audience, this can also be especially helpful. Which demographics are on target, and which are falling short of previous months? Do you see a shift in purchasing patterns and, if so, what can you offer to take advantage of these new opportunities? Take all of this into consideration when creating survey questions, or having discussions with some of your top customers. Then you can take the information that you gather and make well-informed, big pivots to reach new potential customers!
Converting customer feedback into customer-driven solutions helps improve brand perception. It means that brands need to identify whether the issues can be addressed at the business level or require a more personalized approach. Centering these solutions around customers is crucial, as they allow brands to connect with unsatisfied clients and resolve their concerns in real-time. It drives product quality and brand perception to be more favorable, and it establishes the company as a customer-centric brand that values customer feedback and delivers results as necessary.
You can compile relevant customer feedback and use it for marketing. When introducing a product, for example, you can include the testimonies from the customers as part of its promotional material. This gives way to brand authenticity, significantly affecting a customer’s purchasing decision. Some businesses also use surveys to get a general perception regarding their brand and then include the results as the statistics representing the overall customer satisfaction.
Showcase some fantastic customer testimonials front-and-center on your website, making visitors 105% more likely to make a purchase. Place testimonials near the top of your page without disrupting the natural flow of the content. Better yet, produce a “talking head” interview video that allows your customers to speak on their positive brand experiences in their own words. Feature it prominently on your website and post it to your social media accounts to build brand reputation and credibility through a rich video experience.
If you want to stay ahead of the competition, you need to be constantly innovating and improving your offering. And what better way to get suggestions for improvement than from the people who use your product or service every day? Pay attention to what customers say about your brand, both good and bad. Use this feedback to make necessary changes and improve the overall quality of your offering. You can socialite more information from the customer base by conducting surveys or polls or setting up a customer feedback hotline or email address.
Hi there, Customer feedback is always a good thing, especially if you can use it to boost your brand perception. The way I like to handle customer feedback is to use it as an opportunity to respond in a kind, professional manner, and ask the now-happy customer to be featured in one of our social media posts. This is a fantastic way to turn constructive feedback into a positive business review and extra social media content. Of course, not all customers will want to be featured, but some of them will be more than happy to share their stories.
It might seem counterintuitive, but you can improve your brand perception most from negative customer feedback and complaints. While most businesses aim to keep 100% of their client base happy, we know that whenever you’re serving people, it’s simply impossible to please every customer, every time. When you receive poor reviews online, it opens an excellent opportunity to improve your brand perception. Show the customer you’re concerned with a public response on their review. Ask them to elaborate on the issue with open-ended questions and work hard to right the situation, so they leave the interaction satisfied. You’ll identify recurring issues ASAP, build your relationship, create a positive experience they’ll share with their friends, and improve your brand reputation with anyone that reads your reviews.