How to Use Customer Feedback to Improve Your Integrated Multichannel Marketing Strategy
In order to improve your integrated multichannel marketing strategy, it's essential to gather customer feedback through surveys, testimonials, and reviews. Analysing this feedback can provide valuable insights into the customer experience, as well as identify areas for improvement. One helpful tool for measuring customer satisfaction is the Net Promoter Score (NPS). Social listening is another effective way to monitor customer feedback and understand their needs.
Leveraging this feedback can lead to the creation of user-generated content (UGC) and improved customer experience. Additionally, managing your online reputation through strategies like encouraging positive reviews, responding to negative feedback, and monitoring social media channels can help build trust and credibility with customers. At Tashi Hati, we offer feedback analysis and reputation management services to help businesses improve their marketing strategies and grow sustainably.
Customer feedback can come in all forms, be it an online survey or through social media comments. It’s a powerful method to improve your business, and today we’re going to look specifically into how it can improve your integrated multichannel marketing strategy.
Integrated multichannel marketing can be separated into two elements: Integrated marketing, meaning delivering a consistent message across channels; and multichannel marketing, meaning communicating with customers through different channels. Therefore integrated multichannel marketing is delivering a consistent message with a similar voice across different channels, be it indirect or direct, online or offline.
Customer feedback helps businesses with integrated multichannel marketing strategies because it identifies the customer’s pain points. When acted upon, it can improve the customer experience and enhance its reputation by identifying areas to improve, increasing customer satisfaction scores. Besides this, customer feedback also creates user-generated content that can be used as marketing material to improve the firm’s credibility across channels.
Tashi Hati uses integrated multichannel marketing to help businesses grow, specifically with customer feedback. Our Connect with Effect marketing-as-a-service plan uses data analysis to identify how we can improve the strategy in place. We will explore how exactly this is done.
Understanding Customer Feedback
Customer feedback can come in several forms, predominantly surveys, testimonials, reviews and social media comments. These all add value in different ways as it allows businesses to identify which areas they need to improve on and which are their strengths. This allows businesses to identify pain points, enhance their customer experience and build brand loyalty. Businesses can consider offering discounts or freebies for customers to participate in collecting feedback.
Surveys
Businesses can ask their customers several questions, known as a survey. These are used to collect data on customer preferences, opinions and behaviours across channels. By analysing this data, we can identify trends and patterns that can help refine marketing strategies and make them more personalised for the customer.
Testimonials
Another form of customer feedback is testimonials. Testimonials are positive reviews from satisfied customers often in written form, however, they can also be videos or social media posts. Testimonials build on social proof showcasing that businesses can deliver on their promises and are today still a powerful tool to influence customers’ decisions to purchase goods or services. Businesses can use testimonials on their website, social platforms or other marketing material to demonstrate their value and build trust. This in turn also helps them identify what their true value is and refine their value proposition to highlight this.
Reviews
Reviews are often found throughout the internet on social media, online directories and review sites such as Tripadvisor for hotels. Reviews are often the most looked at by customers as they can include both positive, negative and neutral comments and detailed feedback. Positive reviews build brand reputation, increase sales and encourage customer loyalty whereas negative reviews highlight areas of improvement and can decrease sales. Ensuring that your brand has positive reviews across platforms and addresses negative reviews promptly makes all the difference in today’s success.
The Net Promoter Score (NPS) is often used in measuring customer satisfaction and loyalty. The NPS asks customers “On a scale of 0-10, how likely are you to recommend our product/service to a friend or colleague?” and their answers can be grouped into three different categories: Promoters (9-10), Passives (7-8) and Detractors (0-6). A high NPS shows that businesses have a loyal customer base, which can increase sales and revenue. Ultimately, the NPS can help develop strategies to enhance customer experience and lead to greater growth.
Social Media
Lastly, social media comments are a valuable form that provides real-time insights into customer satisfaction and preferences. These are similar to reviews as these can be positive, negative and neutral and found on platforms such as Facebook, Instagram, LinkedIn and more. Social Media gives businesses the opportunity to engage with comments directly, and promptly, showing they care and value their customers. Social Media comments and reviews are a great tactic to provide user-generated content to build trust and credibility with potential customers.
Forms of Customer Feedback
Analysing Customer Feedback
Collecting customer feedback is only the beginning to gain insight into customers and their needs. Customer feedback needs to be analysed to identify which insights show what the strengths and weaknesses are, allowing the business to make informed decisions about product development, marketing strategies and customer service. Here are three tips on how to analyse your feedback.
Identify common themes: When analysing customer feedback, start by categorising them into the themes that emerge such as product features, customer service, or pricing. These themes can help you gain a deeper understanding of which part of the businesses affect customer preferences and use it to make informed decisions.
Look for actionable insights: Some customer feedback can already give actionable pointers for your team. Look for comments that are specific, measurable and of course actionable, meaning that they drive real change for the business. An example could be a long waiting time to contact customer service, meaning that your organisation should invest in hiring more staff or train the staff to handle enquiries faster.
Prioritise feedback based on impact: Not all feedback is equally as important and businesses should focus on prioritising this feedback based on the impact of the business. Another angle is to look at loyal customers versus one-time visitors’ feedback. The feedback that is related to customer satisfaction should be given a higher priority than feedback affecting other parts.
Tashi Hati understands the role of analysing customer feedback for businesses. We collect and analyse feedback using various tools and techniques to identify themes and action items for your business based on their importance. By partnering with us, you can gain a deeper understanding of what your customers are saying and use this information to drive growth.
Analysing Customer Feedback
Leveraging Customer Feedback
Naturally, we want to leverage your customer feedback to improve your marketing efforts. For this reason, we’ve summarised some of the ways we use customer feedback with integrated multichannel marketing.
Improving Customer Experience: Use your customer feedback to improve product features, customer service and address other pain points that have been identified. Once improved, your quarterly updates could include the feedback that you have improved.
Creating User-Generated Content (UGC): By encouraging customers to leave reviews, share their experience or participate in other forms on social media, it creates authentic content that can resonate with your audience in a more sentimental way. This could be automated for example three days after your customer received their product or service, you could send them an automated email asking them to leave a review.
Addressing Negative Feedback: Negative feedback is inevitable, and responding to this becomes essential for businesses to thrive on social media. Companies should both act timely and empathetic to show that they value feedback and are committed to addressing their concerns.
Social listening is actively monitoring your social channels to see what your customers are saying. This becomes an essential part of starting your marketing strategy as it identifies customer sentiment. It also allows businesses to find their advocates, respond to frequently asked questions and keep up with industry trends.
At Tashi Hati, we take a data-driven approach to leverage customer feedback. Our team of experts can help businesses collect, analyse and integrate customer feedback into their marketing strategies using social listening, survey analysis and more to help you make informed decisions.
Leverage Customer Feedback
Managing Online Reputation
Lastly, if you’re using customer feedback to help with your integrated marketing strategies you must understand how to manage your online reputation. A negative review or comment can quickly spread online and damage a brand’s reputation overnight, having long-lasting consequences. Reputation management actively involves social listening to build and maintain a strong brand image.
To effectively manage this, business need to implement a range of strategies including encouraging positive reviews from satisfied customers, replying quickly to negative feedback and consistently monitoring all channels. This could be done using various marketing tools. Leveraging your online brand presence will guarantee trust amongst your audience and strengthen your brand image.
At Tashi Hati, we understand the importance of reputation and develop strategies that align with your overall marketing cools. We use a range of tools and techniques including social listening, review monitoring and reputation analysis to help businesses maintain a positive online presence and build a strong brand reputation.
Online Reputation Formula
The Wrap Up
To conclude, customer feedback is critical for integrated multichannel marketing as it sets the basis for your strategy. This is because it shows valuable insights into customer preferences, behaviours and experiences. By leveraging feedback, businesses can optimise their marketing strategies, improve the customer experience and build strong credibility.
At Tashi Hati, we specialise in helping businesses develop and implement effective customer feedback analysis and reputation management strategies. Our team identifies common themes, prioritises feedback and finds actionable insights that you can implement directly. With our help, businesses can build lasting relationships with their customers, achieve sustainable growth and thrive in today’s competitive digital landscape.