Business

5 ways in which customer feedback helps organizations create more effective marketing campaigns

By 06/07/2020 No Comments

Customer feedback is crucial in managing customer satisfaction and loyalty, in customer retention, improving products and services, and in many more areas of your business, including marketing. In the coming months and years, marketers who don’t have a deep understanding of their audience are bound to miss opportunities. Although hypothesizing what your customers need and the reasons behind the choice to purchase your product is important, it is not enough. You also need data to confirm or refute your initial assumptions. It is easier to predict the success of marketing campaigns if companies genuinely understand their customers. One of the easiest and fastest ways to do this is by learning insights from customer feedback.

To secure long-term growth, marketing experts need to drive their brands closer to their target demographics. If marketers want to connect with their audiences genuinely, they need to take into account the consumers’ ever-changing sentiment. At the same time, marketing departments are expected to develop and follow a coherent long-term strategy. In addition to that, marketing strategies need to align well with the brand and market proposition. How can marketing departments combine all of these demands and create a successful marketing strategy? By gaining a deep understanding of the audience and the consumers’ interests, needs, and concerns through customer feedback analysis.

Customer feedback is the information that clients provide about their experience and satisfaction with a company’s service or product. This information can be collected in many different ways, but the two main methods involve asking for feedback (prompted feedback) or gathering feedback that has already been shared (unprompted feedback). The ratings and reviews customers share on online platforms are particularly important for marketers. A Nielsen survey showed that 70 percent of people trust recommendations from strangers online. If you are not using any form of customer feedback as part of your marketing strategy, your business is missing out on the powerful psychological element of social proof.

Customer feedback enables companies to create an informed marketing strategy

To create the right message, companies should always listen to their customers. Incorporating customer feedback enables marketers to design marketing messages that resonate with clients, to stay on top of the market and, finally, to develop a lead-generating marketing strategy. As a consequence, listening to clients when developing marketing campaigns help organizations become more customer-centric. And, customer-centricity does not get unnoticed on modern-day businesses.

Additionally, actively monitoring your customers’ opinions allows you to create a more personal relationship with the public. Asking for views to their customers and acting accordingly makes them feel valued and appreciated, improving their loyalty. Creating and maintaining relationships with the clients will make them feel involved in the company’s decision-making process, encouraging them to become advocates for the brand.

In what ways can customer feedback help to create more effective marketing campaigns?

1. Customer feedback allows you to create accurate and detailed buyer personas.

A buyer persona is a research-based profile that portrays a target customer. Buyer personas describe who your ideal customers are, illustrating who they are, how their days look like, their daily challenges, and how they make decisions. 

Buyer personas are also called customer or marketing personas, and it is common to have multiple personas within a company. Buyer personas help businesses understand their customers and identify their needs. By doing so, companies can create better strategies for acquiring and serving customers. The more detailed your business personas are, the more companies can tailor their services and needs to target customers’ needs and wants.

Buyer personas can guide the direction of your work in many different departments. For instance, product development can use buyer personas when ideating a new product. They can also help your sales team build a long-lasting relationship with clients and improve the customer support team to better serve clients’ needs. Finally, buyer personas are critical for creating successful marketing strategies by prioritizing the promotional activities that the target group needs to be exposed to. 

2. Create more impactful content with your readers in mind 

Content marketing is a highly effective marketing strategy; however, the marketing departments of many companies do not follow an integrated content strategy. 

Customer feedback allows you to understand who your buyer personas are. This will enable you to identify the segments of your audience; you are most likely to convert into clients. By creating specific content to appeal to your public sections, which are more likely to purchase your product or service, you will acquire more customers compared to a general content marketing strategy. 

Another way to plan what kind of content your marketing department should focus on is to identify your customers’ pain points and develop content that aims to cover each one of them. How do you define your customers’ pain points? Once again, customer feedback. 

Finally, use customer feedback to understand what channels are used primarily by your customers. You can directly ask your customers what their favorite channels are and on which one of them they’d prefer to engage with your brand. 

3. Understand your company’s state in the market through competitor analysis

Customer feedback is an excellent way to find out what consumers think about your company and its competitors. Competitor analysis is the identification of the strengths and weaknesses of the competitors’ products or services. This analysis allows brands to understand how they perform in the market and how customers judge your products or services against the ones offered by competitors.

A thorough analysis of the market can help develop competitive strategies and understand what gives your company an advantage over its competitors. A practical way to use competitor analysis information is to use your competitors’ weaknesses to promote your company’s strengths. For instance, if the aspect of a competitor’s service or product is highly criticized, your promotional campaigns could emphasize your company’s superior capabilities, targeting the consumers who had been disappointed by the competitors. 

4. Customer feedback enables you to maintain effective customer support

If there is no relationship between a company and its clients, it is highly unlikely that your product will succeed. Therefore, it is essential to have an effective customer service center. Customer feedback enables you to optimize the customer support experience by identifying the main issues and challenges that clients face with your product or service. 

Another way to identify issues that the customers are facing is through speech-to-text analysis. Speech-to-text analysis converts audio recordings into text. The analysis of the text allows companies to identify the causes of the interaction. By pinpointing the main issues that clients experience when they contact the customer support center, speech-to-text analysis enables companies to produce better and more specific online content to help them solve the problems. The creation of comprehensive online material to guide customers through the issue they are experiencing drastically reduces clients’ interactions with the call center and significantly improves the customer experience. 

Additionally, the more information about your customers’ needs and wants, the easier it will be to create unified messages. The marketing and customer service departments should use the same resources to guide the customers. By doing so, the contact center will be adequately equipped to answer questions from clients and prospects.

5. Use customer feedback to set the promotional tone of your brand

Your company’s tone represents your brand personality and values and helps build a relationship with the audience. This includes any content that a company produces and publishes, like website content, social media posts, and any external communication. 

Companies need to have a distinctive promotional tone because it allows them to build a connection with the audience. A friendly tone encourages dialogue and makes customers feel like the company cares about them. Additionally, stimulating conversations with customers generate a relationship of trust, which consequently may increase customer loyalty and companies’ revenues. Finally, adopting a unique promotional tone helps to create a memorable brand image. 

The best way to find your brand’s tone is by getting to know your audience. To successfully approach your customers and deliver relevant messages, companies need to conduct thorough research on their public and adapt their content production to the needs and desires of the buyer personas.

Additionally, your product or service reviews can be a new source of ideas for new content. Understanding how customers refer to and talk about your products and services enables you to create appealing messages for your audience. Finally, this type of research enables companies to identify the best channels for their campaigns for different audience segments. 

Analyzing multi-language customer feedback in large volume from different sources is a complex process. With an AI-based technology and years of experience, Wonderflow is helping global brands to become customer-centric. Find out more about our solution.

The importance of integrating customer feedback in your marketing strategy 

In conclusion, customers’ opinions about their experiences with brands are valuable information that managers can use to adjust their businesses to fit the clients’ needs more accurately. So, reach out and ask. The best way to understand what your customers need is simple: listen to them. Or look for information, because the data might already be there.

A consumer feedback analysis process which is 90% more efficient

Read the case study

Subscribe to the Wonderflow newsletter

Join hundreds of professionals and receive our latest content about voice of the customer analysis, customer experience, and technology.
Subscribe me