I have used customer feedback as a tool to collect all kind of relevant consumer insights. I have used these insights from testing advertising concepts and value propositions to get a rating on services levels. In all cases it helped me to better align customer needs with characteristics of products and services I represented.
I am able to give 3 main reasons:
- An initial reason was my personal curiosity. I wondered if this new technology could add something and also help me grow as a professional
- The second reason was the capability of customer analytics to help with customer feedback at scale. To be able to reach a large number of customers is challenging for most companies. The costs associated to this are quite high and the process is labor intensive. These are hurdles for more traditional feedback methods.
- At HTC, the company I worked for at the time, we had very limited direct customer relations and contact. Products were sold through third parties (retailers) making it hard for us to source direct feedback from consumers. This was one of the reasons, we invested in the Wonderboard.
When conducting market research through reviewing customer analytics, should it be done daily or similarly to the traditional method, once-a-year?
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.
This very much depends on the market your company is in and the type of product or service you provide. To a large extend, this will determine the intensity and rhythm of you customer feedback loops. However, I strongly believe that the traditional method of once a year is not appropriate for any market. An example where I would recommend using customer feedback only quarterly or maybe twice a year, are mobile phone producers like HTC. This is due to the fact that consumers buy such a product once every 12 months at best,
But if you would look at a company like our National Railway (NS) , customer feedback on a much more frequent basis will be super valuable. Many of their customers make use of the ‘product’ every day, so if you do not organize a frequent feedback loop, the company wouldn’t receive actionable insights, but only a general notion of the customers’ perception of the company. As someone who follows the market quite closely, you see companies getting more and more interested in customer feedback, but what should they really do to become customer-centric? And is there a way that customer feedback can also be risky for a company?
Customer centricity cannot be defined in one sentence and can certainly not be reached by a single activity. I do believe in the basic expression, “actions speak louder than words”. If a company constantly has the customer at heart, it will create a reputation to be customer centric. A company like Coolblue does this very well. Being a loyal customer myself, I have constantly been impressed by their service and care for the customer.
I also see a risk with customer feedback. With social channels giving everybody a podium and especially unhappy customers tending to be very ‘loud’, a few disgruntled people can be perceived as representative. If companies act impulsively on that, this might cause insights based on bias.It is common that in some industries feedback is not widely used, which results in some companies struggling to obtain customer feedback. What do you reckon is the problem here?
I believe one challenge for most industries these days is the collection of data. One of the reasons for this, is the overkill of requests towards consumers asking for feedback. Within minutes you press the buy button, or had a conversation with a service agent, you receive a survey request. I start ignoring and blocking these requests more and more, and I know I am not the only one.
Another reason might be general culture of certain industry sectors. It could also relate to the history or the purpose of the product. For example, utility companies claim to be very customer orientated, but in reality they do not always have the best reputation. They genuinely try hard and are making progress, but the reality is that negative feedback often has less impact compared to other industry sectors. People always need gas and electricity and choices are limited.
Absolutely. Customer feedback is most definitely relevant within B2B marketing. Even stronger, it is essential! I believe all B2B marketing directors should consider customer feedback analysis as a priority if they don’t do so already. Not only will it help to optimize your product and services, it will also help to increase customer satisfaction. Happy customers will become ambassadors for you which is powerful, as reference cases are key in the sales cycle of any B2B company.What do you believe to be the biggest challenges with B2B marketing?
A big challenge in B2B is that there often is no strong alignment between marketing and sales departments. Sales speak to customers on a daily basis and are in a position to gather valuable feedback on a regular basis. There should be structured process to share this feedback with marketing, so they can adjust and optimize their programs to, for example, generate leads. Based on insights, not gut feel or passed experience alone. This will only happen if the two departments have a close relationship of co-operation.That’s it for today. Many thanks to Joost for his time and insights, and stay tuned for more interviews in this series. Get notified of new content by subscribing to our newsletter.
Wonderflow empowers businesses with quick and impactful decision-making because it helps automate and deliver in-depth consumer and competitor insights. All within one place, results are simplified for professionals across any high-UGC organization, and department to access, understand, and share easily. Compared to hiring more analysts, Wonderflow’s AI eliminates the need for human-led setup and analysis, resulting in thousands of structured and unstructured reviews analyzed within a matter of weeks and with up to 50% or more accurate data. The system sources relevant private and public consumer feedback from over 200 channels, including emails, forums, call center logs, chat rooms, social media, and e-commerce. What’s most unique is that its AI is the first ever to help recommend personalized business actions and predict the impact of those actions on key outcomes. Wonderflow is leveraged by high-grade customers like Philips, DHL, Beko, Lavazza, Colgate-Palmolive, GSK, Delonghi, and more.
Other articles you might like:
Wonderflow's Business Intelligence Research · Nov 24, 2022
Improving Sentiment Analysis: Star Rating Vs. Sentiment Index
In this article, Wonderflow’s Business Intelligence analysts shed more light and clarity on Star Rating and the Sentiment Index score, two very important metrics in sentiment analysis. This may help our readers, particularly current users, understand better why analyzing star rating alone, for example, is not enough to understand what customers want and need and to achieve product success. What is the first thing you do when looking for a product on Amazon? You…
Marketing · Nov 11, 2022
Pet Care Industry: Trends & Growth to Help Improve VoC Programs
When it comes to our furry (feathery, scaly – you name it) friends, brands and consumers alike will do their utmost to satisfy them. In fact, the global pet care market has seen astounding spikes in sales in recent years, particularly during the COVID-19 pandemic. In this article, we look at the ever-growing and competitive world of pet care. In particular, we examine how the 2020 pandemic affected the market and what global trends have…
Market Research · Oct 12, 2022
VoC Analysis: What Are Consumers Really Saying About Tires?
Wonderflow’s Business Intelligence team conducted an original market analysis of the tire industry, including a cross-country comparison. Using our very own advanced natural language processing technology, we’ve uncovered several key trends and insights that tire brands, manufacturers, and marketers can leverage to create effective strategies and improve the consumer experience. In the world’s most advanced countries, on average, 65% of the population owns a car. Vehicle owners living in the U.S. reach 87%. Most…