Customers are more vocal than ever about the brands they love — and hate. Should the chatter be left to the social media department, or do higher-ups have something to gain by paying closer attention?
From social media to online reviews, brands are hearing back from their customers more than ever. It may seem natural to leave the task of monitoring the chatter to people lower down the ladder — after all, driving and shaping national or global marketing strategies requires the full attention of the higher-ups.
But is that a mistake?
According to Rob Pye, general manager of ghdhair.com, everyday customer feedback can play an important role in shaping and validating marketing messages.
He explains: “Consumer content provides not only an invaluable touchpoint for messages, but also a validation mechanism. If we make a claim in our marketing messages, we can back it up with customer experiences.”
By using customer feedback to identify key topics of interest, and even incorporating online reviews into their marketing messages, Pye has driven a 30 per cent increase in conversion rates for ghd.
He continues: “Consumers can see what real people can actually achieve with the product. That’s so much more compelling than a glossy model shot.”
To learn more about how customer feedback can drive high-level decision-making fill in the form below.
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