Last updated on Apr 10, 2024
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Probe Deeper
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Incentivize Feedback
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Evaluate Experience
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Leverage Social Listening
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Foster Community
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Reassess Methods
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Here’s what else to consider
Understanding the silence from your customers can be disconcerting. As a brand manager, it's your role to engage with your audience and solicit their feedback. Yet, when the usual channels yield little to no response, it's essential to reassess your strategies. You need to consider various factors such as the methods of communication you're using, the incentives you're offering, and the overall customer experience. Feedback is a critical component of brand management, as it provides insights into customer satisfaction, preferences, and areas for improvement. Without it, you're navigating in the dark.
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- Roopam Upadhyay Humor-linking Brands🔗Gen XYZ | NIFT - MFM (Marketing, Brand Management)
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- Ifedolapo Ojuade, ABMP, MBA West African Marketing Leader | Strategic Marketing Management | Data-driven Brand Builder, Global Collaborator |…
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- John Minnec Brand Strategist | Business Growth Expert | Author | Alumni: Ogilvy, FCB, Havas, Omnicom, Berkshire Hathaway, KKR
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1 Probe Deeper
Sometimes, the issue isn't that customers don't want to provide feedback; it's that they haven't been prompted effectively. You need to ask the right questions at the right time. Use personalized emails or direct messaging to reach out to customers who recently interacted with your brand. Make sure the feedback process is as easy as possible. Long surveys can be off-putting, so consider quick polls or simple open-ended questions that invite customers to share their thoughts without demanding too much time or effort.
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- Roopam Upadhyay Humor-linking Brands🔗Gen XYZ | NIFT - MFM (Marketing, Brand Management)
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Customer's lack of response probably reflects your brand's perception (either poor service or sub-par products)- hence they too 'care-less'.1) Sensitize CX team to aim for user-delight.2) Personalize all outreach efforts for feedback requests (don't SPAM).Also, give meaningful incentives for users's feedback (calls, email responses, forms/surveys etc)3) High-engagement on Brand Mentions (Reviews, SM etc). Also, reach out to repeat customers.4) Focus Product Marketing team to leverage easy UI/UX options for hassle-free chat option.Lastly, develop a content strategy which showcases your brand's human-element & transparency. This enhances Brand trust & emotional connect.
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- Ifedolapo Ojuade, ABMP, MBA West African Marketing Leader | Strategic Marketing Management | Data-driven Brand Builder, Global Collaborator | Faculty at BMA | I help companies deliver +100% ROI-Driven Marketing Programs
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Encourage and incentivize feedback:1. Create Feedback Channels: Make it easy for customers to provide feedback by offering multiple channels such as surveys, online forms, email, or social media.2. Incentivize Participation: Offer incentives such as discounts, rewards, or exclusive offers in exchange for feedback. 3. Solicit Feedback Proactively: Reach out to customers directly and ask for their input. Personalized emails or phone calls can demonstrate that you value their opinions.4. Follow Up: Don't let feedback fall into a black hole. Acknowledge and respond to customer feedback promptly, whether it's positive or negative. Show customers that their input is taken seriously and used to drive improvements.
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- John Minnec Brand Strategist | Business Growth Expert | Author | Alumni: Ogilvy, FCB, Havas, Omnicom, Berkshire Hathaway, KKR
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If customers aren't providing feedback about your brand, it's important to take proactive steps to understand what's happening. Here are a few strategies:Survey customers and incentivize feedback via multiple channels. Engage on social media w/ customers who are discussing your brand and consider implementing a live chat for immediate follow-up. Request reviews, follow-up right after purchase, monitor online forums and review sites - responding to positive and negative feedback. Provide a feedback button or offer anonymous feedback options to encourage more candid responses. These strategies will help you actively encourage consumer feedback about your brand, helping you identify areas for improvement and strengthen customer relationships
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- Lewis Wanyama Public Administration and Leadership trainee
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When customers aren't providing feedback about my brand, I initiate targeted surveys via email, social media polls, and website pop-ups. These surveys ask specific questions about their experience, satisfaction levels, and suggestions for improvement. I also incentivize feedback with rewards like discounts or exclusive offers to encourage participation and valuable insights.
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- Rod Bamberry Executive Chairman at Business Development Corporation
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Seeking customer feedback on a range of mutually important aspects of doing business should be a regular practice of business interactions. Quarterly or at least bi-annual feedback is vital to ensuring a positive, ongoing business relationship. A questionnaire can assist, while allowing the customer to openly express their real feelings about the relationship. It should allow the nominating of Specific positive areas, as well as those that are falling short of expectations. Providing customers/clients with service that Exceeds their expectations, not only sustains that relationship, but also opens the potential for that customer to be a referrer of new business to you, or even better, a strong Advocate for your business with others.
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2 Incentivize Feedback
Customers are more likely to give feedback if there's something in it for them. Offer incentives that encourage them to take the time to share their thoughts. This could be a discount on their next purchase, entry into a competition, or access to exclusive content. Ensure that the reward is relevant and valuable to your audience. Transparency about how you'll use their feedback can also motivate customers, as they'll see that their input has a tangible impact on your brand.
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One place to source feedback: digital campfire --A move toward smaller, interest-based forums, dubbed “digital campfires,” surged among youth during the pandemic. Younger audiences have started migrating toward more-intimate, inward-facing platforms to connect, select microcommunities, or participate in shared experiences with like-minded individuals. Forums hosted on Discord, Geneva, Twitch, and Roblox provide Gen Z a haven for conversation and friendships that would otherwise be impossible.
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3 Evaluate Experience
A lack of feedback could indicate that customers are indifferent about their experience with your brand. Take a hard look at every touchpoint a customer has with your brand, from initial awareness through post-purchase. Are you providing an exceptional experience that's worth talking about? If not, it's time to revamp your approach. Enhance your customer service, streamline the buying process, and ensure your product or service exceeds expectations.
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4 Leverage Social Listening
Social media platforms are goldmines for unsolicited feedback. Use social listening tools to monitor what customers are saying about your brand online. This includes comments on your posts, mentions of your brand, and general discussions within your industry. Even if customers aren't coming directly to you with feedback, they may be speaking about your brand in their networks. Analyze this data to gather insights and identify areas for improvement.
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When it comes to young consumers, more than any previous generation, Gen Z wants to be involved in the ideation and curation of participatory moments with the brands they care about.You will need to do more than listen - you will need to become a brand that shares: one which has in place a digital and physical infrastructure which encourages youth to co-create and help shape the direction of the business at all levels.This requires proactively galvanizing Gen Z to collaborate on shaping your brand and the impact it creates in the world. It means your brand is less a finished, perfectly defined character and more of a growing co-star, supporting youth in their own ambitions and individual purposes...
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- Noaman Ashraf Business Strategy│Marketing│Commercial│FMCG│Branding│Business Development│Business Growth│MBA│ E-Commerce
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Make use of social listening technologies to keep an eye on brand-related talks, mentions, and conversations on different social media channels. You can obtain real-time insights on what consumers are saying about your brand, goods, or services by monitoring pertinent keywords, hashtags, and brand mentions.Analyze the data gathered through social listening to identify trends, patterns, and recurring themes in customer feedback. Look for common pain points, positive experiences, emerging trends, and areas for improvementIn addition to tracking mentions of your own brand, use social listening to monitor competitor activity and industry trends
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5 Foster Community
Building a community around your brand can lead to more organic feedback. Create spaces where customers can interact with each other and your brand, such as forums or social media groups. Engage with these communities regularly, not just to promote your products but to participate in discussions and ask for feedback directly. When customers feel like they're part of a community, they're more likely to share their thoughts and experiences.
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6 Reassess Methods
If traditional feedback mechanisms aren't working, consider alternative methods. Interactive content like quizzes or games can be a fun way for customers to engage with your brand and provide feedback indirectly. User-generated content campaigns can also encourage customers to share their experiences. Keep experimenting with different approaches until you find what resonates with your audience and prompts them to open up about their experiences with your brand.
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7 Here’s what else to consider
This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?
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- Oskar Stucis Director, Brand Strategy, Marketing | Fractional CMO
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Listen better! The feedback is there - even if customers are bot “providing” feedback, it may be feedback in and of itself. Maybe the feedback is in their behaviors and choices, not words. Maybe the feedback is provided elsewhere, where you are not “listening.” There is no vacuum. Unless your brand lives in isolation.
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- 𝗔𝗺𝗶𝗿 𝗔𝗯𝗱 𝗔𝗹 𝗔𝘇𝗶𝘇 𝗖𝗵𝗶𝗲𝗳 𝗕𝗿𝗮𝗻𝗱 𝗢𝗳𝗳𝗶𝗰𝗲𝗿 | Brand Development | Sales Management | Operation Management | Brand Strategies | Brand Management | .
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consider proactive measures such as surveys, feedback forms, incentives for feedback, engaging on social media, and monitoring online reviews. Additionally, you can analyze customer behavior and interaction data to glean insights into their experiences and satisfaction levels.
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