Exploring and anticipating the needs of an individual, your customer, allows you to build a product that you already know they want. One way to gather these insights is by listening to individuals speaking their minds via social media. Leveraging the digital feedback and behavior of your customers will help your company create a customer-coveted brand experience, increasing profitability, and customer satisfaction.
ANALYZE CUSTOMER BEHAVIOR TO PRODUCE A TAILOR-MADE PRODUCT.
Netflix based its purchase of the wildly popular show “House of Cards” on analysis of customer data. Based on the popularity of films directed by David Fincher, the actor Kevin Spacey, and the British version of the show, Netflix determined that the show was primed for success. Sure enough, only a month after its premiere, “House of Cards” was the “most streamed piece of content in 41 countries, including the United States.”
EMBRACE CUSTOMER FEEDBACK TO TAP INTO LARGER MARKET SHARE.
When Feedly became the main alternative to the soon-discontinued Google Reader in 2013, loyal users produced an outpour of digital feedback regarding changes they would like to see in Feedly. The company made listening to consumer suggestions a priority, pushing weekly updates to reflect user feedback. The transition from Google Reader was made simple, and the new Feedly was sleeker, more functional, and more desirable, drawing 3 million new users since the Google Reader announcement.
LISTEN TO NEGATIVE CRITICISM. THIS GENUINE FEEDBACK CAN BE INVALUABLE TO YOUR BRAND.
Gap’s attempt at launching a new logo in 2010 intended to embody its shift from “classic, American design to modern, sexy, cool,” prompted a social media upheaval of fans mourning the loss of the classic blue box. A parody @gaplogo Twitter account gained thousands of followers and a Gap logo generator went viral, further fueling the flames of customer uproar. After attempting to capitalize on the backlash with crowdsourced feedback, Gap reverted back to its original logo one week after the launch.
HOW TO APPLY IT
1. PRIORITIZE ANALYTICS IN YOUR COMPANY: Make discovering and deciphering your consumer a top priority.
2. ASSIGN RESPONSIBILITY: Designate a communications or social media manager with the authority to actively engage your consumers whose principal focus is tracking and reporting. This individual should identify which insights will produce the most helpful business data and then monitor and report on them regularly.
3. STREAMLINE THE INSIGHT REPORTING PROCESS: The manager must know how and who to report insights to in order to have them effectively implemented. For instance, customer desires must be reported to necessary business sectors, such as product development, marketing and sales teams.
This blog was adapted from an original piece on the McBee Strategic website. Ashtan Moore and Jess Stone are digital media specialists at McBee|Gibraltar. Connect with them on Twitter: @ashtanmoore and @jstonemv .