"The Role of Feedback in Brand Loyalty," a white paper by the survey software company Vovici, recently caught my eye. (I was skimming.) I've been thinking about how social media marketing invites customers to have a conversation with you.
In the same way that surveys pose questions to elicit feedback, your social networking site can initiate dialog about brand perceptions, product preferences, customer experiences and complaints. You can use the question tool to create a poll, or simply ask a conversation starter with a status update.
When you "hear the voice of the customer," Vovici says, you can:
- focus on factors that are most meaningful to customers
- keep tabs on changing customer needs
- measure the success of marketing and other programs
- use customer ideas in the creative process
When customers think they are being heard, they stay with you. I guess building brand loyalty is just a new way to talk about gaining and retaining customers.
Comments