Customer feedback is a storytelling tool in our public relations efforts. For example, we once used the results of our customer satisfaction survey – where a large number of respondents mentioned an important feature that our product had – as the core of a PR campaign. A series of stories from real users explaining how that feature improved their lives formed the basis of a multi-channel campaign that made our messages more personal, and helped emphasise the tangible benefits derived from our offerings, which ultimately led to deeper audience engagement.