• Identifying the solutions they want to work with;
aspects. The responsibility that holds vital is finding out
• Prove program’s worth and grow with partner;
customer’s emotions apart from different buying behaviors.
• Entering the best partnership with the peace of mind;
Why particular actions of customers holds so high values for
• Finding the best options to meet their needs;
them other than some other ones that don’t. Hence, there is a
• Comparing options and selecting front runners.
‘customer’s psychology’ attached to this phenomenon and this can dynamically vary between customers of different
2. PROACTIVELY ASK FOR CUSTOMER’S FEEDBACK:
kinds, and their varying demographics. However, the best
Having a proactive feedback system that is designed in the
phrase here is true “Behind customer’s actions are their
best of ways to ask for customer’s feedback is highly impor-
intentions & emotions.”
tant. It is a highly proactive strategy that means customer values are attached for the generation of goals. A feedback
4. ACTING ON CUSTOMER’S FEEDBACK:
system in form of percentages, pie charts, histograms or
Customer’s feedback holds huge values and acting on
other statistical measures shall be important in every way to
customer’s feedback holds larger values for relationship
improve customer feedback. This is particularly true as there
sustainability. It is indeed a vital ingredient of Customer
is always room for improvement with regards to a customer &
relationship management showing that customer’s signifi-
seller/retailer’s relationship.
cance is larger in terms of feedback and acting on it. If the feedback is so common and is from a larger number of
However, on the other hand speaking from the point-of-View
people, than acting on the feedback is indeed a huge
of consumers, they now expect the brand they love to deliver
responsibility. What’s true is that a lack of communication and
the right message. This is in particular to the right person, at
implementation of the customer’s feedback can indeed affect
the right time and via the right medium. Finally, at the right
brand loyalty. It can also affect the customer’s willingness for
place across all of their digital and on-site experiences.
the sake of providing feedback in the future.
3. UNDERSTANDING CUSTOMER’S EMOTIONS BEHIND THEIR ACTIONS:
What’s important as part of acting on feedbacks is let it drive
‘Emotional intelligence’, or ‘EI’ values attached to a brand
future marketing initiatives.
your product roadmap. Finally, let the feedback influence your
always helps in creating brand values and brand loyalty
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MBE BUSINESS MAGAZINE MARCH 2021
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