The social era has had a dramatic impact on the way customers purchase and companies promote their products. Customer feedback is becoming ever important and now is critical to an organization’s long term success. We’ve seen many organizations stray farther and farther away from customer needs as they fail to adapt to the changing competitive landscape. So how can companies ensure they stay in touch with customer needs and ahead of future competitors?
Simple: Listen to your customers and then listen some more.
Your best customers are a great source of information. Account representatives and sales managers and even marketing managers should pause before focusing on the next sale and examine customer satisfaction. Start by asking why your customers selected your organization and what the major benefits are. Then distinguish if there are any products or services that are unavailable but would make their job easier. Above all, organizations need to ensure their products and services are perfectly aligned with their customers’ needs. If there is any doubt, it’s time to hit the drawing board.
Customers love to share their thoughts and options; but often times, they are hesitant because they are unsure how their feedback will be received or if it will simply fall upon deaf ears. Connecting over video not only shows the customer you are interested in what they have to say, but the face-to-face interaction helps establish trust. With trust, comes more candid feedback that could potentially reveal a product flaw or, even better, an untapped market need.
As the saying goes, the only constant in life is change itself and organizations need to stay flexible in order to survive. Collaborating with customers not only provides visibility into future trends but helps create a sustainable competitive advantage. Technological advances now make it possible to connect to any customer with a webcam; so pick up the camera and give your customers a video call.