Investment + Relationship = Feedback

4 May

As I mentioned in my last post, now that I’ve started my interviews, I’m finally getting my head wrapped around all of the factors that go into providing an organization with feedback. Two of the most common themes that seem to be appearing again and again are around the idea of an emotional attachment or investment in a product or brand, and an ability to build a relationship with the organization who provides the product or service.

At first glance, this seems like a no-brainer. But after closer examination, I wonder if most brands actually realize that you ideally need BOTH of these aspects in order to get quality feedback from a customer. In the age of social media, customer feedback can and should be a two-way street. The days of sending out an email survey (solicited or otherwise) and collecting valuable, thoughtful and focus feedback are over (if they ever really existed IMHO).

Now feedback is about building relationships with customers who have a vested interest in your product or service. Sure, you can still send out a survey, but my research seems to be finding that people are more likely to provide honest and in-depth feedback when they feel like they have connection to the product. They want to see the brand continue to grow, building their offering to include more products that they would be interested in buying.

On that flip side, they want recognition. They want to know that not only are they being ‘heard’…but they actually being ‘listened’ to. There’s a big difference here – recognition that someone submitted an idea is a start, but recognition that they’ve provided something of value to the organization is what will help to build a stronger relationship. And in turn, that customer is more likely to visit again and continue offering quality feedback.

Again, it all seems so simple…yet, it seems like few companies are investing in this approach.

More on that later too…Stay tuned.

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