The Power of Listening to your Customers



The power of customer feedback should not be underestimated. The rise of social media for business has also seen the necessity for real-time marketing and fast response times. Word of Mouth marketing has always been a powerful tool for businesses, however now when someone has a bad experience with a brand and talks about it within their social networks, that brand has the opportunity to intervene and turn that negative customer experience into a positive one.

More and more customers are expecting to interact directly with businesses and be heard. We have sprouted the value of Closed Loop Feedback and NPS® programs many times on this blog, and will continue to do so. We believe the next step is to combine the feedback received from NPS or customer surveys with the feedback received from your social media channels and social listening.

Deciphering all of the unstructured text might seem like a daunting task but it one that we believe could provide significant insights into your business. One of the projects we are currently working on at Resonate is marrying up social listening data with other channels of customer feedback such as NPS, call centre and feedback forms and feeding that into our Resonate Pulse tool.

If you aren’t familiar with Resonate Pulse, you can check out the video below:

Customer feedback can highlight the areas in your business where you are falling short. The basic equation is if you improve these areas, you will improve customer satisfaction and that will result in more sales. Win, win, win!

Net Promoter, NPS, and the NPS-related emoticons are registered service marks, and Net Promoter Score and Net Promoter System are service marks, of Bain & Company, Inc., Satmetrix Systems, Inc. and Fred Reichheld

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