May 28, 2021
Brand Strategy, Brand Culture
Today’s consumers don’t just expect brands to listen to them—they seek out evidence that brands are paying attention.

From responding to negative reviews and customer opinions to improving products based on customer feedback and product reviews, consumers are more likely to trust brands that actively demonstrate they care about the people using their products and services.

Whether you’re B2C or B2B, here are a few ways you can make sure you’re listening to the customer.

1. Offer a way for customers to give feedback

Without a space to review products or ask for help, companies are opening themselves up to consumer frustration. That discourse can easily show up on social media or spread via word of mouth. Offering an easy way for consumers to share their experience and get support shows that you care about their opinion.

2. Respond to all customer feedback

Whether the reviews are positive or negative, respond to them. Ideally, make it happen within a single business day. If a feedback response is negative, have a solution to make things right or offer to continue the conversation. If it’s a positive review, let them know how much you appreciate their time – and then offer to continue the conversation.

3. Meet them where they are

Customers are talking about your business online. Even if you have a strong social media presence, they may not always tag you when they do. Do regular keyword searches of your brand to see what people are saying. You don’t have to respond to everything you see, but if there’s something you can help with or something fun you can offer, feel free to speak up. Of course, if they do tag you, a quick, helpful response is vital.

4. Care what your customers care about

What does your audience care about beyond your brand? If your demographic is largely college students or recent grads, they’re likely struggling with student loans—so consider offering them a small discount on every purchase. If your audience cares about the environment, look into making your products more eco-friendly. If you care about particular social issues, let customers know that a percent of a product’s sales will be donated to a non-profit of your choice – or better yet, let them vote. Customers want to see that brands stand for something; when it’s a cause they believe in, they’re more likely to stay loyal. 

5. Be ready to change

When you listen to your customers, you may learn about different pain points with your products and offerings, including suggestions or fixes. If it’s a common complaint or suggestion, make changes to improve their experience. Be sure to promote the fact that the change happened because your customers suggested it, and you’ll show exactly how much you care. Likewise, if there’s something customers consistently love, you may have discovered a point of difference that you can play up in a bigger way.