Jeff Bezos once famously said that your brand is what people say about you when you’re not
in the room. Today we have platforms that allow us to listen to what people of saying and these are really a gift. Social networks, blogs, You Tube, Review sites like WOMO all give us access to understanding and responding to customer questions, answers, experiences. It can help validate a decision. Crowd scoring tools can help us as well like customer monitor, sodahead ,1000heads and Buzzagent. Then there is Facebook, Twitter and LinkedIn profiles and updates.
“BUSINESSES SPEND BILLIONS AND OBSESS OVER FIGURING OUT WHAT THEIR CUSTOMERS THINK–BUT THEY SHOULDN’T. HERE’S WHY YOU CAN NO LONGER MAKE EXCUSES FOR A LACK OF USEFUL FEEDBACK” Fast company.
We can see who are influencers of our brand and connect with them. We can learn about how to improve. We can create and steer future experiences with the benefit of this insight.
So what is the take away. You should be listening to what your customers and employees and take action to improve your marketing. The information is out there if you use it. We spend annually $33 billion on customer research but today we don’t need to do that. It is at our fingertips with the digital touch points. Listening to your customers isn’t hard. We can test and make different decisions quickly. Stop programs, change your website within an hour or email campaigns. We can test and fail quickly and spend our dollars more effectively.
Mashable give us some good feedback suggestions. What happens if your brand perception isn’t what you thought it should be. What if your customers have a different understanding? What next?