The success of each company is dependent first and foremost on receiving customer reviews in some form or another that guides business development or service enhancement. It is necessary for businesses to be aware of the thoughts and feelings of their clients in order to determine the most effective means by which to cater to those things.
To improve the overall customer experience, businesses might benefit from gaining a better understanding of the factors that attract consumers. Because of this, businesses are required essentially to solicit input from customers, process it via an analysis process, and then incorporate the results of that analysis into their day-to-day operations.
“Developing Relationships with Customers relies on Product Innovation Advocates for the Brand Reputation” – this statement is as true today as when it was first brought into marketing parlance in America in the sixties.
Improve Customer Experience Using Public Relations
PR for customer feedback: acquisition
After a consumer has finished an appointment/purchase/use period, been given a product, or had any other kind of encounter with a company, that company has the option to either give the customer a phone call or send them a survey through text message (or even more engaging app-based digital means, as is now common).
This input may then be utilised to improve the products or services offered by the organisation, therefore delivering an overall improved experience for the consumer.
Uber’s implementation of a plan to collect real-time customer reviews is a great illustration of this principle in action. It’s actually core to how the platform works, in terms of leveraging drivers who are polite, helpful, and focused on delivering customer service.
Customers receive a pop-up on their phone at the conclusion of each ride asking them to review the service they have just received. If the user gives their journey fewer than four stars, they are prompted to explain why they gave it that rating. This not only installs a sense of power in the consumers, but it also demonstrates to them that the company values their patronage.
Development of New Products in terms of soliciting reviews
Because customers are the ones who really use a company’s goods or services on a regular basis, and make the purchasing decisions which ultimately decide if a business will thrive, they have a wealth of innovative product ideas to provide that the company would not have thought of on their own.
The customer reviews that an organisation receives from its customers may be turned into actionable insights that can be used by the company’s business operations, innovation leads, or even product designers.
The company may go so far as to directly ask customers what kinds of features they would want to see included in its goods, and will then utilise this customer reviews to develop new ideas.
Advocates of the Brand (Thailand ambassadors)
Customer reviews ought to be used by businesses to maintain tabs on the percentage of their clientele that is happy with the products or services they have received.
When a customer makes a purchase from numerous different businesses, the buying experience does not come to an end. It is still the responsibility of businesses to demonstrate gratitude to their clientele through means such as sending handwritten cards or emails of appreciation, for example (an approach common to the leading lifestyle hotels in Bangkok).
This has the potential to assist businesses in turning their existing clients into brand ambassadors, which in turn may assist in the generation of additional leads and the conversion of more consumers.
Reputation Management for customer advocation
The fact that a company has received unfavourable feedback from its clients is not something that should be ignored by that company. Any consumer who goes to the trouble of providing customer reviews to a business that may be construed as being unfavourable is able to simply communicate the same problem to their social media.
This information will continue to spread, and the poor word of mouth that it generates will have an effect on businesses that is very cumulative. The good news is that businesses have the chance to get better when they receive unfavourable criticism. They only need to put in a little bit more effort to cultivate a better relationship with the clients who are dissatisfied with their service.
In order to accomplish this goal, a business should reply to all of the negative feedback that they get, provide an apology for the poor experience, and work to resolve the issue that the consumer had.
When other consumers observe a firm providing a good response to negative feedbacks, they are going to value that effort, and as a result, they are going to be more inclined to continue doing business with the company rather than selecting a different provider.
