Listen, Learn, and Grow from Customer Feedback
In this modern age of social media, marketing messages are not being controlled by ad agencies, media executives and reporters. And while spin doctors of days gone by may influence purchases, it didn’t guarantee a product’s success. If a product or service was bad…it was bad and word of mouth reviews would eventually ruin sales. Seems fair. Today this process happens much faster.
Shoppers Delight
I recently went online to purchase a pair of shoes on www.nordstrom.com and found nearly 15 testimonials about the pair I liked. When I first looked at the shoes, I was on the fence. After reading all the reviews I was convinced I’d really regret not buying these cool kitten pumps before they sold out. Click. Done.
In past days, without online customer reviews, I would have examined every word the marketer used to described the product and take the chance their words were honest and accurate. Don’t we all? But how much nicer and more comforting it is to have real customers confirming or contradicting claims based on their experiences?
Why would Nordstom open up products for scrutiny? Because it builds trust and it provides intelligence about hot and not-so-hot products.
Nordstrom, like virtually all great online stores are listening, learning and – by doing so – are making smart decisions based on customer input.
Social Media Provides Great Feedback
Many Great Harvest Bakery owners have Facebook Fanpages to stay in touch with their community of bread and sweets lovers. They learn so much – which products are customers raving about, which products are rarely mentioned, how are customers us
ing my products as part of a delicious meal or as a gift. Information like this is of course invaluable. Local food bloggers are also providing fantastic feedback.
Owners also may hear customer concerns via Facebook or a blog. How great is it that customers have the ability to chat directly with an owner online, or through a blog. This is not a conversation owners want to avoid. It’s a conversation that needs to be handled quickly, honestly and with integrity. It’s a conversation all small business owners should embrace…even if the customer is wrong, or especially so.
Before social media, people would just talk offline without a business owner being in the conversation. If it’s positive talk, hallelujah! If it’s negative talk, you’re in the dark. That’s pretty disastrous given bad news spreads faster than good news, and it’s a lot harder to turn around. Now you can get in the conversation early and quickly. You can even help move a public conversation to person-to-person conversation to remedy the situation.
The Sounding Board
The big picture here is purchasing decisions are more influenced by friends and trusted referral sources (like a fellow shopper on Nordstrom) than ever. So no matter how slick an ad or clever a radio spot, or how well-placed a billboard is – those forms of marketing may get a person in the door. If they are delighted with the shopping experience, products and service, they’ll tell friends face-to-face and online. Click. Done. If they are disappointed by an uninspiring experience, nothin’-special products, and lousy service… Click. Done.
The Internet has become the ultimate sounding board for consumers. It’s truly wonderful how much information is at our fingertips to empower us to be better, more responsive and innovative.
If you are a small business owner, look at what customers are saying about you and your major competitors. It’s as easy as going to www.google.com/alerts to set up search terms. Better yet, consider creating your own platform for discussions through a Facebook Fanpage or a blog. Get in the conversation, listen, be heard, have fun and become a better business person in the process.
How do you get or give feedback about the products you consume?
