Customer feedback unlocks a world of possibilities for your brand. You can use it to improve your product or service.
It also gives you access to valuable data. This data helps you create a more personalized customer experience.
In this post, I’m going to discuss how customer feedback empowers marketing. Read on to learn how to nail your marketing objects and boost your ROI with customer feedback.
Feedback is essential for growth. At work, you seek it from your boss to improve your performance. On a fitness journey, your trainer’s feedback helps you identify strengths and weaknesses.
In marketing, it’s your customers who guide you. Their insights reveal what’s working, what’s not, and how you can serve them better. Integrating this feedback into your marketing strategy ensures your message truly resonates because it’s built around their needs from the very start.
The first step to putting customer feedback at the forefront of your marketing? Seek that feedback in the first place. Everything else will follow.
Every business owner wants customers to love their brand. But how can you know what they truly think if you never ask? Many customers stay silent about their experiences, good or bad.
The only way to uncover their thoughts is to ask for feedback directly. It’s a simple step that helps you spot issues early, understand what’s working, and strengthen your relationship with your audience.
Many companies ask customers to complete a survey after a customer service experience.
For example, call center software allows you to gather and analyze customer feedback. You can do this through several communication channels, such as phone calls. Centralizing and categorizing this feedback will enable you to:
This helps you tailor your marketing strategies and campaigns to boost customer satisfaction.
A call center software offers real-time analytics and reporting. That way, you can measure the impact of your marketing efforts on customer loyalty.
So, consider integrating call center software into your feedback loop. This helps you make data-driven decisions that:
Call center software isn’t the only way to collect customer feedback. You can also use online customer surveys, emails, and social media polls.
Wondering when’s the best time to ask for feedback? Consider doing so soon after a customer buys your product or makes a call to your customer service line. That way, the experience will still be fresh in their mind and they can submit the most accurate response.
Use a mix of quantitative (rating scales) or qualitative (open-ended) questions. This will help you gather data you can measure, plus more detailed insights.
Use feedback forms and widgets to understand customer sentiments and frustrations. This will give you insights into their experience throughout the customer journey.
You can use feedback forms after critical moments, like onboarding, sign-ups, or checkout.
Sales calls can give you firsthand insights into your customers’ experiences and preferences.
These direct, one-on-one conversations also help you understand how customers speak. So you can improve your marketing messaging. As communication statistics say, that way, you can better communicate with them in their own language.
To ace sales calls, prepare a set of structured questions to ask. This ensures consistency in the feedback you collect.
Sample questions:
Make sure you take detailed notes during each call. This will allow you to capture key insights and customer sentiments.
A customer relationship management (CRM) lets you log that feedback. This will help you track recurring themes or issues. Logging these interactions is a key part of customer profile management, helping your entire team understand the customer's context.
You can also use a transcription tool that automatically turns words into text for you. Certain features can help you understand essential calls and reveal customer insights. As a result, you can spot patterns in the customer journey and experience.
Don’t choose any old survey tool. Consider one that goes above and beyond collecting feedback.
This includes offering the ability to collect feedback across the entire customer lifecycle. This will help you centralize customer feedback to organize it in one place.
Here’s what you can achieve with a customer feedback platform:
Addressing common customer complaints, challenges, and needs in your marketing campaigns.
Here’s an example:
SoFi gained feedback from its members. It launched new financial tools and educational content tailored to their needs.
Some customers struggled with high interest rates. So, the bank introduced a student loan refinancing tool.
In SoFi’s feedback surveys, customers often asked questions about their personal finances. So, the brand created webinars to educate customers on personal finance topics.
See what customers are saying about your brand on social media and in reviews. This type of customer feedback can be beneficial.
Why? Because it’s feedback you don’t ask for. So, customers are even more honest about their experiences.
Track mentions of your product using sentiment analysis and social listening tools like Hootsuite or Hootsuite alternatives.
These tools help you gather and analyze feedback, allowing you to make informed improvements based on the collected insights.
Analyze the feedback you gathered from your customers. Consider what they said about your product or service.
Use this feedback to finetune your product messaging. This feedback can help you:
For example, imagine you run a business offering RV rental in Seattle. Customers often describe how your service helps them “explore the Pacific Northwest freely,” “enjoy spontaneous weekend trips,” and “travel comfortably with family.”
These phrases reveal what matters most to them: freedom, flexibility, and comfort. You can mirror this language in your ads, blog posts, and landing pages to connect more deeply with adventure-minded audiences and boost conversions.
You can include some of this messaging in your marketing campaigns.
Use positive customer feedback to your advantage. Show potential customers that people love your brand.
For example, Henry Meds features customer engagement on platforms like Trustpilot. This means a third party has verified customer feedback and vouched for the company. A great trust booster for potential customers.
On its semaglutide online landing page, the brand features reviews from satisfied customers. While bragging is always welcome, it’s better when you can back it up.
It builds trust in potential customers and uses user-generated content (UGC). And according to 76% of marketers, UGC makes their marketing more engaging.
Beaches of Normandy Tours is another example. It uses customer feedback as social proof. This plays a crucial role in its marketing strategy for its Band of Brothers tour. The brand displays customer testimonials on its website and across social media platforms.
These testimonials aren’t just positive reviews. They are personal stories and experiences that previous guests share. The result? Tours are now more appealing to their target audience.
Communicate with customers about any improvements you made to your product or service. You can do this through blog posts, emails, press releases, or social media.
Be open and transparent about the feedback you receive. This involves explaining what caused you to make the changes.
Share the details about the changes, including what you improved and added. Highlight how this will enhance the customer experience. And don’t forget to thank customers for inspiring your brand to improve. Ensure that your product wouldn’t have achieved its success without them.
But don’t stop there. A popular sales saying goes, “Always Be Selling.” But in this case, your focus should be “Always Be Improving.”
Follow up with customers to see how they like the changes and what you can do to improve their experience.
We’ve all seen how influencers and brand advocates rant and rave about great products. It’s a brilliant marketing strategy.
Getting real people to share their experiences about your brand is a powerful way to promote it. It builds trust, drives engagement, and creates genuine connections.
You can use influencers’ real experiences in your own marketing. Incorporate their stories into your content marketing. Use them to tell your brand story.
Influencers also have strong connections with their audience. After all, they create content for these people and have built a strong following with them.
What does this mean for you? You can use influencers’ connections to that audience to better understand their needs.
The result? You can create social media content that better aligns with their preferences.
Happy customers are the foundation of your brand’s success. If they’re the foundation, their feedback is the key to innovation and growth. Pride yourself and build a loyal customer base. Say goodbye to negative reviews for good.
Use this feedback as the blueprint for your marketing strategy. Now, you can create campaigns that resonate with your audience. Say hello to high conversion rates and positive ROI.
Ready to take your marketing strategy to the next level? Integrating customer feedback is just the start. Work with an experienced marketing mentor on MentorCruise to refine your approach, get real-world guidance, and build campaigns that truly connect with your audience. Find your perfect mentor today and start turning insights into action.
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