Your company’s brand is more than a cool or cute logo and colors meant to evoke emotions. Your customers start to care about your brand when they can connect the visual identity with a personal emotional response. Do they identify themselves amongst your audience as part of your “tribe”? Are they connected to brand stories and share far and wide? Do they feel as if you listen to customer feedback?
When your customers emotionally connect with your brand, logo and colors become a trigger for that connection.
What is the key to this kind of connection? Ask your customers.
Use customer feedback to know your audience.
Understanding your target market is key to any brand. Why not ask them? One of the pillars to building marketing personas is to interview your customers to understand the moments that mattered in their journey. A program of daily customer feedback in small batches at different points in the journey will give you a very clear vision of what your customers “jobs-to-be-done” are and how you help them or don’t. A continual stream of feedback gives you intimate insights into your audience and how to reach them with your brand promise.
Why waste money on hit or miss focus groups when you can ask your customers for feedback?
Clayton M. Christensen’s now famous Harvard Business Review study on McDonald’s milkshakes is a perfect example of how customer feedback can help brands better understand what their customers’ jobs-to-be-done are. The story goes that a researcher noticed that people were buying the most milkshakes around 6 a.m. This seemed odd, so the researcher set out to ask the customer a strange question: What was the job that the milkshake needed to do and why did they hire a milkshake and not a donut or a bagel? The answer was that customers needed something to do on their long boring commute. They were dressed nicely and at best only had one hand to use. The milkshake was thick enough that when sipped through a straw, it lasted a long time. It could be handled with one hand and, unlike a donut or bagel, the shake would hold off hunger until noon.
With this insight — garnered through customer feedback— they increased shake sales by making it more convenient to purchase in the early morning and thick enough to do the job a milkshake was hired to do. They saw immediate sales growth of shakes by 7%.
Brands that use feedback to understand their customers are better able to communicate brand value.
Action customer feedback to create brand stories which amplify your brand.
By actioning your daily customer feedback, you create internal stories that help your employees share your brand promise. You also create external stories that your customers will repeat and spread through word of mouth. By taking your customer feedback out of the boardroom and encouraging every team member to be a customer advocate, you help create a culture that amplifies your brand promise.
Canadian Broadband Service Provider, Xplornet Communications, implemented a customer feedback program. One day they received a poor score and a comment that it was a customer’s wedding day and their mom was sick and couldn’t come out to the remote wedding. They hoped to stream the wedding so that their mom could be a part of the ceremony. But the rural internet was down. After receiving this comment, Xplornet immediately passed this to the right manager, who then managed to get a repairman out before the wedding and save the day. Mom got to view the wedding live. This customer feedback story is not only told by the families who were at the wedding, but by the employees who were actioned to save the day. Xplornet was able to use this story in a marketing campaign to show—not tell about their brand promise.
Companies that action customer feedback create re-tellable stories that amplify their brand.
Adopt customer feedback to stand out and create a competitive edge.
The experience your customers have with your brand can help you create a competitive advantage. As marketers, you are looking for that special something that helps customers perceive that your brand is number one. By taking the next best action from customer feedback, you create a sense of listening to your customers. Paying attention, listening, and taking the next best action creates a feeling of connection in your customer. Connected happy customers are your competitive edge.
Want to learn more about how a mature customer feedback program creates a competitive edge? Click to download the NPS Benchmark Study.